Contributions to Profit The 40-40-20 Rule

2. The top catalog companies know how to brand, but first, they know how to sell. As a philosophy, they see their catalogs as strategic tools to connect customers and prospects with merchandise.

3. Sell cost-effectively. There's a fine balance between your catalog cost and overall contribution to profits. The more you spend on catalog creative, the harder it is to break even on your mailings.