How to Get the Most From Cooperative Databases

• Add a mailing. If you can squeeze in one more mailing to your housefile and to the best performing names from a co-op database during your busy season, do it. Let’s assume you mail to your housefile 12 times a year (every month). Next, assume the winter holiday season is your best time of year. During September, October and November, mail three weeks apart vs. four weeks to mail one more time to your housefile. This additional drop should perform at 70 percent of a regular housefile mailing to like RFM segments of your customer list.