Mail to the Dead? It Works for CWDKids
Not a conventional strategy, but CWDKids is mailing to people they know are dead.
Don’t laugh: They’ve tested it, and mailings to its deceased file actually does better on average than its living customers.
“So we’re not cutting out the dead just yet,” said Tracy Schneider, vp of e-commerce for CWDKids at IRCE 09.
Of course there’s many reasons: Could be the widow or widower is buying for grandkids, could be new residents at that address. Or for that matter, maybe they are multi-generational families, and the customer was the grandparent.
Makes you want to take a second look at those deceased files, doesn’t it?
