Strategy: Maximizing Outside List Performance

Most catalogers can’t break even on the initial order when they mail to prospects. That’s often why start-up catalogs have difficulty surviving. Catalogers, new and old, depend on repeat purchases for profitability, i.e., turning one-time buyers into customers who purchase two or more times.

This month, I’ll discuss ways to maximize outside list performance on the initial order to get closer to the incremental break-even point.