How to Evaluate Your Remailing Strategy

Chart 1 shows a 25-percent decrease in the revenue per catalog mailed for each successive drop. In our example, drop No. 1 represents 100 percent. Drop No. 2 normally will perform at 75 percent of the first drop; drop No. 3 will come in at 75 percent of drop No. 2; and so on.

After five consecutive mailings to the same housefile segments, the revenue per catalog mailed would have decreased from $8.83 to $2.79 to the best segments of this housefile.