Prospecting: Teach an Old Trade New (and Not so New) Tricks

Brookstone has made Abacus its single source for prospecting. “We’ve cut our merge/purge cycle time by two-and-a-half to three weeks,” says Brookstone’s Operational Vice President of Customer Marketing Steve August, “and have been able to expand our holiday mailing by 40 percent with minimal degradation in response.” Another impetus for this trend is the desire to avoid wasteful duplication among outside lists.