Strategy: Circulation Planning

The same people who didn’t purchase before still aren’t purchasing today. And, those who did purchase are now on your housefile and duped out of the prospect lists you’re mailing, which lowers the response.

List Fatigue’s Impact

This is a simple case of list fatigue, which is most certainly impacting the response rates to outside lists. The cream is being scraped off the top, and many of those people who remain on the lists you’re using continue not to convert at the same response rate. To grow a file means the list owner has to prospect to marginal or less-productive outside lists. More modeling and outside list optimization is being done today as a way to expand the prospect universe and enhance results.