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The same strategy can help you find new profits in your database of former buyers. Says Connors, "Look at the back of the database: your 48-month names. There's a chance to reactivate them."

Of course, you don't want to mail the whole group at once, he says. It's a tactic you test into from the model. "After you find what looks like a sweet spot, a glimmer, then test it. Then you mail a little more."