Circulation Strategies That Measure Up

Understanding your break-even target is critical as well. How deep you mail depends on your profitable performance. Use a 12-month payback on new customer acquisition as opposed to full lifetime value analysis (which can be difficult to complete for business buyers) to establish a benchmark for how deep your mail prospecting efforts should be. Knowing that you can afford a loss by earning it back in the first 12 months should open more prospecting channels than trying to prospect to a pure breakeven.