How to Use Selling Expense Ratios

Let’s take a closer look at the importance of the 12-month buyer file. The chart below includes mailing the housefile 12 times over the course of one year. For example, I circulated more than 2,352,711 catalogs to the housefile during a 12-month period. A total of 794,311 12-month buyers were mailed, which represented 33.8 percent of total housefile circulation. The 13- to 24-month buyers accounted for 39.1 percent of total housefile circulation and the 25-month-plus buyers made up the remaining 27.1 percent of the circulation.