Strategy: When Prospects Aren’t Buying

The cream’s being scraped off the top, and many people remaining on the lists you’re using continue to not convert at the same response rate. To grow a file these days, a list owner must prospect to marginal or less productive outside lists.

Response rates from many of the cooperative databases also are off. Flat or declining 12-month buyer counts cause a ripple effect. Like outside prospect list results, co-ops depend on fresh, new-to-file names to help enhance and/or refresh results.