Focus On: Lists: I Don't Want to Hear It!
Asks to chronic non-responders fall on deaf ears. Here's how to make the most of those names.
If your annual direct mail campaign is budgeted for a certain volume of names, moving prospects to a CNR status will diminish the size of your list. Even though you mail millions of pieces a year, there might be reasons a CNR program would not be beneficial to you.
“One apparent problem is how to replace the dropped CNR names,” says Susan Anstrand, CEO of California direct mail firm Names in the News. “Although testing and regression analysis indicate that often the revenue on the deep CNRs does not warrant mailing, where do you go to replace those names? Many of our larger clients have a limited mailing universe, compared to their cold-mail volume.
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