The Migration Matrix

Determine the productivity relationship between single- and multi-buyers. For as long as we’ve kept track of productivity by recency, frequency and monetary cells, multi-buyers always have been much better to mail to in terms of both response rates and average orders. The chart “Single- to Multi--buyer Improvement” highlights the superiority of multis to single buyers using average actual figures from some well-known mailers. As you can see in the chart, zero-to-six-month multis are three times more productive than zero-to-six-month singles. Clearly, you must push those one-time buyers to buy again.