Model Behavior
Asking the right questions and mining your data accordingly can produce a picture-perfect
By segmenting out the true “do not mail” people who requested no mail, we separated them from other special-handling groups, who could potentially be good prospects.
In the end, 11,000 “suppression” records were giving to other organizations — including people who had been marked as deceased by this organization! These individuals were sent the acquisition, generating a high response and a net profit. The lesson learned was that there may be people you aren’t mailing but should be!
- Companies:
- Lautman Maska Neill & Co.
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