Measuring the Incremental Value of Catalog Mailings

Without mail vs. no-mail testing, it's difficult and arbitrary to understand the true incremental lift provided by catalog mailings. However, by using mail vs. no-mail testing, you can determine which of the RFM (recency, frequency, monetary) segments of your housefile mailings are above breakeven and get a reliable estimate of the incremental lift that catalog mailings to your house buyers provide.