Preparing for the 2006 Postage Increase? Here are Two Missteps to Avoid

Meanwhile, Web buyers who were mailed only once generated a contribution of $109,318. The additional six mailings to the Web buyers generated another $59,772 in profit contribution.

2. Don’t reduce pages.
Pages (i.e., more merchandise) increase the amount of revenue generated per catalog mailed. Rule of thumb: Revenue per catalog mailed will increase at one half the percentage increase in page count. Assuming there’s plenty of good merchandise to sell, adding pages makes good economic sense. Adding pages while making certain the paper and press manufacturing are efficient can lower your incremental break-even point while increasing revenue.