Strategy: Should You Remail the Same Prospect Names Within a Season?

You can save money by reusing the same names, providing you do so within a 60-day period. A file can be reused without having a negative effect on the results. Mailing more than one catalog to a strong prospect can work much like running the same advertisement in a magazine more than once. It creates recognition and reinforces your brand. Prospects might be exposed to the catalog three times before they decide to order, for example. But it was the prior two mailings that paved the way for the actual purchase.