A Grand Plan in Action

They were in business.

Building a Housefile

The first lesson they learned was that donated lists are not great. Sometimes neophyte direct marketers jump at the chance of saving list-rental charges by mailing to names for which they don’t have to pay. In this case the list was so old that 50 percent of the people had moved or were dead. At 50 cents per book in the mail, undelivered catalogs in this case would represent a waste of $4,250.