Customer Retention: Get the Best Response From Your Customer File

“The lesson here is that testing is going to be the key to determining what kind of customers you have and how to best mail to those customers,” he says. “You ought to logically be mailing to the point where incrementally you’re generating just enough return to pay for the mailing. But if you’ve established that, for some customers 50 percent of their revenue would’ve happened anyway, you’re overmailing.”