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

2. Merchandising Changes. From one season to the next, up to 30 percent of the merchandise is dropped and replenished with new merchandise. The change in merchandising also will help offset any decline in results from mailing the same list twice.

With regard to cooperative databases like Abacus and Z-24, reuses commonly are done, usually by clients who do multiple mailings from a single merge. Depending on the mailer and the season, Abacus recommends at least four to six weeks between mailings.