Mining Your Customer Files

ALL CUSTOMERS ARE NOT CREATED EQUAL

As a generality, the customer list will outperform a list of non-buyers or rented names by a factor of 2x, 4x or as much as 10x. The chart on the opposite page helps explain the tremendous leverage that the buyer list exerts on catalog economics. Most catalogers understand that prospecting costs money, while the buyer list produces profits to pay shareholders, finance the growth of the business, and pay overhead and general and administrative costs.