Netting New Names in Lean Times

Big mailers have a much lower break-even point than I do; they can afford to mail names once or twice just to get them in the fold. [With co-op databases] I’m giving away my gold and getting fool’s gold back.

2. Differing catalog creative for prospect mailings.
Brown: That’s good when you’re profitable, when you can afford to throw money at it. Creative tests are great, and it’s definitely a way to attract new people to your book. Just make sure you have a control to test against.