Spend to Grow
Assess your cost to acquire a new buyer
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Face it: Acquiring new buyers costs money, but it’s the lifeblood of any catalog business. Think of prospecting as an investment in your future. Know how much prospecting you need to do based on the attrition rate of your housefile. Consider adding a growth factor on top of that. Balance your circulation to prospects vs. the housefile to protect your bottom line.
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