Should You Create a Spin-Off Catalog?

Also, be sure the spinoff has the chance to be big enough to matter. This means you’ll want additional sales from your current customers (don’t just trade them into the spinoff) and also add new customers with each mailing.

If the universe of current customers who will respond is too small, you must rely on the spinoff to attract prospects. This can be achieved, but you need to know when you create the new offering whether you’re trying to snag new customers or just get additional responses from your current customer segments.