Multichannel Marketing: Tamke Offers Array of Marketing Tips for Rookies

* Gross margin = 50 percent to 55 percent of net sales;

* Returns/cancellations = 4 percent to 6 percent of general merchandise, 25 percent-plus for apparel;

* Design = $1,500-$3,500/page;

* Total cost in mail = 30 percent to 35 percent of net sales;

* Fulfillment = 10 percent to 15 percent of net sales; and