Strategy: A Primer in the Basics of Catalog Circulation

Step 5. Review all forecasted data. Look for two things: segments that should be eliminated and segments you probably could mail to more deeply. Eliminate all the segments you meant to drop.

Prospecting

Prospect list continuations should comprise 60 percent of the total circulation going to prospects and 40 percent of new tests. Prospect tests should contain a good sample of out-of-category lists as well. On finding an out-of-category, workable market to prospect to, you’ll increase the ability to grow your business.