Prospecting: Teach an Old Trade New (and Not so New) Tricks

Catalog Success: Explain your prospect mailing strategy.
Jon Fleischman: We take a disciplined approach. For each catalog title, we calculate breakevens by season and maintain models of short- and mid-term customer value. We then determine, based in part on risk, an acceptable cut off for each source. These values are continually adjusted. We run the same analysis, whether we’re looking at prospects from one of our catalogs or from an outside source.