Know Your Housefile

Now that you know your sweet spot and what’s been happening to your file in the last several months or years, you can begin building plans for addressing the key areas of your file. Start with plans for improving the worst segments.

One of the advantages of the houselist inventory is that you can develop offers for the bad segments without making offers to the entire file. In many cases, your best customers don’t need the offer in order to respond or spend the right amount. It’s the unprofitable customers for which you want to develop the right offer, so you can continue mailing them in the future.