Strategy: 15 Best Practices When Using Cooperative Databases

4. Always establish and maintain a stable control. Why change a good thing? Don’t alter or change the models you know work, just to gain a bit of variety. Test new models, but do it in addition to mailing proven models — not in place of them.

5. Always allow room in your circulation plan to test new models. Just as it’s important to test outside lists, it’s imperative to plant seeds by testing new models. Don’t rely solely on proven models without testing — that is, if you want to grow your business. Test 10,000 names from a new model segment (or two). Have the co-op build new models off the continuation models that are working for your offer.