Matchback Analytics: Tools to Understand the Relationship Between Catalog Mailings and the Flood of Web Buyers

3. The percentage of total circulation above breakeven: This metric tells you how much of your total circulation was unprofitable. If you cut out the circulation that is below breakeven, you’ll maximize your profitability.

4. The housefiles above breakeven — the number of list segments above and below breakeven and the percentage of circulation above breakeven: Catalogers rarely mail housefiles below breakeven because it’s always difficult to get back to profitability with those reactivated buyers.