Strategy: A Primer in the Basics of Catalog Circulation

Here are a few rules to consider when executing a mail plan:

• Always put your housefile (your customers) in the top priority with the best-performing RFM groups at the top of the priority and the lower-
performing RFM cells at the bottom.■
• Sometimes you’ll only mail or re-mail a portion of your housefile. If the dupes within the housefile are random, you might drop a record that actually is from the higher RFM priority. By prioritizing your housefile, you’ll be sure to mail the best performers.
• Assign your housefile buyers to the same family groups so dupes within the housefile will be considered intrafile dupes. You’ll know what multis created to the housefile also will have appeared on a list other than the housefile.
• Save the rental multis for reuse later. When there are dupes on the file, the merge can assign the surviving record randomly across all lists or based on a defined priority by list.