Strategy: 15 Best Practices When Using Cooperative Databases

7. Include a buyer reactivation model with every merge — an excellent way to reactivate previous buyers. Here’s how it works: Select all of the housefile recency, frequency, monetary (RFM) and inquiry segments you want to mail. Have the co-op run a reactivation model on the names you don’t select by RFM. The co-op will identify additional buyers and inquirers who successfully can be mailed.