Strategy: When Prospects Aren’t Buying

3. Optimize rental singles. After a merge/purge, optimize rental singles (one-time buyers), and suppress the lowest-scoring 10 percent to 20 percent. Doing so should yield a 5 percent to 15 percent (or higher) lift. It’s always good to mail a 5,000-to-10,000 back-test cell to monitor suppression results in order to measure the exact lift achieved.