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

Cost Savings: Abacus charges $55/M on reused names compared with $70/M for “fresh” names. This is based on the net names that are reused. For example, if the initial shipment is 100,000 names and nets 85,000 names out of the merge, Abacus charges for 85,000 names if all the names are reused. Therefore, the savings to the mailer is $15/M, or approximately 20 percent. As you can see from the actual results in the second chart, it can be cost effective to remail the same names within a given season.