How Much Should You Spend to Acquire New Buyers?

The point is that new buyers are the lifeblood of any catalog company, and you must be willing to invest to acquire them.

Maximize Your Prospecting Efforts

The time of year you prospect affects your economics. To get the most out of your prospecting, consider implementing the following steps:

* Prospect the heaviest in your strongest drops. In my last column, I addressed the importance of testing new lists and prospecting during your best season or period (see “When Should You Prospect?” October 2004 Catalog Success).