The 50 Best Tips

— Jon Fleischman, Potpourri Group, “Teach an Old Trade New (and Not so New) Tricks,” August, Catalog Success

✱ Don’t stop mailing to Web-only buyers.

When you look at your source code report, it appears Web-only buyers are considerably below breakeven. Even the results from the most recent Web buyers don’t look exciting. It’s logical to conclude you should stop mailing Web-only buyers to save money. But Web-only buyers are performing at more than acceptable levels, according to recent matchback studies, so keep mailing them.