When Should You Stop Mailing to a Customer?

- Re-paginate. If cover changes aren’t enough to create the results you’re looking for in a re-mail, consider repaginating the opening and closing pages (i.e., outside signature).

- Add more pages. The general rule for calculating the lift from adding pages: You’ll get half of the percentage lift in sales that you have in increased pages. So if your page count increases by 8 percent, you’ll see a lift in response rate of 4 percent. This is especially true if you have the merchandise to support the increase. If you don’t think you can add pages with strong merchandise, this calculation won’t hold true, and I wouldn’t suggest increasing pages. But if you have the merchandise and the expected increase in profit outweighs the increase in cost, then the additional pages are justified.