Success Depends on the Growth of Your 12-month Housefile

Takeaway tip: When examining your results from list rentals/exchanges, look at lifetime value and not just the conversion rate from one mailing.

* Expand your product offering and increase page count to boost your response rate, which will encourage more people to buy.

* Include a bounce-back catalog with every outgoing order. Increase response by making a special offer to customers who reorder within, say, the next 30 days.