Zip modeling can be used as a prospecting technique – you order lists or models with your highest penetrated zip tiers as a select. It can also be used as a suppression method on your house file by purposefully not mailing your lowest penetrated zip tiers on older, low-frequency, low-dollar buyer segments.

Sometimes making sure that you

As Internet sales become a larger part of total sales and as more Web pure-plays enter into the catalog business, it becomes increasingly important to understand the differences between buyers across these channels.

If you have specific co-op database models that consistently perform well above your prospecting breakeven threshold, consider reusing unique names from those models in your next drop if your circulation plan calls for additional prospects.