Growth Strategies

Add more mailings (i.e., re-mail with outer-page changes, cover changes or even just the same book) around the most productive seasons. If your spacing is eight weeks apart, mail your best customers every six weeks or even every four weeks around the holidays.

• Add pages with a new product category to your assortment. Just as with prospects, if your product offering is not very deep, you could be hindering your efforts. Extend your brand to new product categories that fit within your overall brand positioning.