How to Get the Most From Cooperative Databases

• Suppression of rental singles. The most common use of list suppression is optimizing the rental singles (one-time buyers) who come out of a merge. The worst-scoring segments of the rental singles frequently perform at less than half the response rate of the average rental name. In many cases, mailers replace the suppressed names with better prospect names. This process allows you to improve the overall performance of the outside names mailed and to fine tune the number of names on the mail tape sent to the printer.