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

Your response typically will decline when the same names are remailed, even within the same season or 60 days. But any decline in response generally is offset by two factors:

1. Seasonality. A typical prospect list for a consumer gift catalog will perform better the closer it’s mailed to the buying season. The same list mailed during the holiday season will perform about 20 percent better than when it was mailed in the fall.