Track Down Multi-buyers

Which Multi-buyers?

For general market catalogs, the first three kinds of multi-buyers are indicative of avid mail-order activity. Lenser states, “If these multi-buyers are segmented and evaluated separately list-by-list, most mailers will see they’re the most profitable names they’re mailing. Conversely, isolating unique names allows circulation reductions in the least profitable names.” Lenser suggests most general market catalogs can reduce their circulation and keep the revenues close to the same as pre-recession levels.