Know Your Objectives Before You Mail
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Phil Minix
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As you see from our abbreviated P&L example, this catalog is planned to produce an overall amount per catalog of $3.41, which produces a profit of $157,394 or 11.3 percent of gross sales. However, if this contribution is not satisfactory to support your desired pre-tax profit for the business (or other established goals), then you need to tweak your plan and perhaps cut some prospecting. On the other hand, if the contribution is higher than needed, you might be walking away from the opportunity to add more new customers in this mailing, an opportunity that would make subsequent mailings much more productive.
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