Strategy: Logical Maneuvers for Hard Times

5. Don’t Reduce Catalog Drops
Eliminating a mailing to the housefile is never good. The housefile is what generates income. It’s your lifeblood. In fact, I strongly recommend adding a housefile drop to certain segments by recency, frequency, monetary analysis. It’s difficult to overmail your housefile, particularly zero- to 12-month buyers. Leverage your best asset, your housefile customers, by mailing to them more often.