Know Your Objectives Before You Mail
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Phil Minix
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6. Don't do any non-selling (brand) advertising—make sure that all of your advertising efforts are supporting a response vehicle.
Merchandising Strategies
1. Put high contribution items (profitable after the cost of their space) in the key catalog hot spots and spread hot spots.
2. Don't offer a high percentage, more than 25 percent, of new items. New items are costly and usually have a success rate of only around 33 percent. Make sure you have minimized this risk as much as possible. Keep in mind, however, that as you are mailing more customers and fewer prospects, new items become more important to keeping your catalog fresh.
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