Get the Most From Outside Lists

The Breakeven Analysis chart (page 47) shows that you must generate $1.41 per catalog mailed to achieve incremental breakeven. This example includes returns and allowances, cost of goods sold, direct selling expenses and variable order-processing costs of $5 per order. The analysis is based on mailing a 64-page catalog (weighing 3.9 ounces) to 1 million prospects.