Profile of Success: An Established Institution

• Mailed smarter: As the catalog business matured and associated costs rose, Zaslow says he realized the “see what sticks approach” wasn’t sustainable. Now, the cataloger constantly strives to reassess who its best customers are and applies that knowledge to its prospecting efforts. Always narrowing down his prospecting strategy, Zaslow notes, “Today we mail far fewer prospects, and those we do mail have a far better return than we did 20 years ago.”