How to Evaluate Your Remailing Strategy

Next, I will evaluate the gain versus the additional cost of re-merchandising the catalog and going back to press.

Chart 3 details the cumulative revenue expected during the five catalog drops, which amounts to $1,503,238 for the 12-month buyer group shown in our example.

Chart 4 shows the amount of revenue expected from three drops of the same catalog, two separate printings and two additional drops—five mailings in total. This plan generated an additional $412,284 in gross revenue. At a 53-percent gross profit margin, an additional $218,510 of gross profit was the result.