Nine Tips for Getting the Most Out of Your Housefile

He notes that you can expect to see diminishing returns of 30 percent to 50 percent for each subsequent mailing.

Of course, it’s hard to know exactly how your customers will respond unless you test. Bob Klapprodt, vice president at Lett Direct, a catalog consulting firm, advises mailers to set up test panels and “test your way into it. It all depends on how consumable your products are and what type of selection you have.”