How to Get the Most From Cooperative Databases

One effective use: Model all the previous buyer names you don’t plan to mail, including older names for reactivation and non-converting inquiries. Using co-op models to reactivate your housefile will help identify previous customers who are most likely to buy again. The same is true of using a model to identify which inquirers are most likely to buy. In both cases, you can increase RPC by eliminating circulation to non-performing names before mailing them. After your final mailing to non-converting inquiries (generally mail three times), have these prospect names modeled, and mail them one more time. You may see an increase in your RPC.