The alternative you choose will depend on the nature of your business and the amount of turnover associated with the position that is your contact. A unique account number. Street address or P.O. Box. Apartment number, is necessary. The basic information listed above is necessary to make sure that the names on your mailing list are mailable.
Recency refers to the last time that the customer ordered or responded to an offer.
But they are not equal. Recency is thought to be the best indicator, followed by frequency and then monetary value. In addition to evaluating the recency, frequency, and monetary worth of your audience, you will probably find that there are many other important ways to analyze the names on your database. If your audience is made up of businesses, there is additional descriptive information, some specific to your product or offer, that could be valuable to have. The SIC Manual is available through the Superintendent of Documents, U.S. Government Printing Office, Washington, DC 20402.