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

These results indicate that we can remail the same names within 60 days. However, when we attempt to mail names six months to one year old, the results decline substantially. The theory of prospecting is based to a large degree on the “recency” of the prospect names mailed. Recency of purchase always is the No. 1 criterion and the mail priority within standard RFM circulation segmentation.