Strategy: When Prospects Aren’t Buying

Tip: Consider the mailer’s seasonality when you review this information.

9. Don’t drop co-op models. Your cooperative database rep should work with you to develop ways to improve the various models’ performances. You might have to get the co-op to tighten its parameters.

Track Housefile Growth

How much you’d like to grow your business depends on your 12-month housefile’s growth rate (see “Success Depends on the Growth of Your 12-month Housefile,” Catalog Success, March 2005).