Nine Tips for Getting the Most Out of Your Housefile

So, precisely how often should you mail? According to Steve Trollinger, vice president of client marketing at J. Schmid, a catalog consultancy: “Mail as many times as you possibly can while you’re at or above the threshold of your profitability goal for a given segment. Thus if 89 cents per book mailed will account for costs, overhead and profit, and you mail at $1.85 per mailing, you can easily mail another book.”