Don't Break Your Concentration(s)

Tip No. 2

It does matter where you have mailed in the past. Again, let's look at our examples. Would it surprise you to know that the .88 percent penetration seen in ZIP code 10025 was achieved without ever having actively solicited a single gift there via mail? If even mediocre penetrations are achieved in areas where mail has never dropped, then it may be worth including those areas in your mail plan. Conversely, if a ZIP code has been mailed routinely since the inception of your mailing program and still has only produced marginal penetration, it is a candidate for removal from the mailing plan. Its absence allows more dollars to be spent on ZIP codes with higher likely response.