When Should You Stop Mailing to a Customer?

Let’s examine this a bit further: Assume your incremental break-even point is $1 per catalog mailed. This is the cut-off point for selecting prospect lists. But should you use the same criteria for mailing to your housefile? Everything can’t be incremental, or you’ll increment yourself into the poor house. Your housefile must cover your overhead expenses. When prospecting, try to cover your direct costs only. Your housefile needs to cover overhead expenses.