Get the Most From Outside Lists

In this example, the goal is to generate $1.41 per catalog from prospecting. While this is a good goal, it’s difficult to achieve overall. Some better-performing lists generate more than $1.41 per book mailed, but to achieve this as an average is unlikely. Therefore, you’d have to “investment spend” to grow your business and protect its future. How low you go below your goal depends, of course, on the financial strength of your company and on how fast you wish to grow.