Turn One-time Buyers Into Multis

The amount of time to payback the investment — normally one year — can be reduced by developing a strategy to convert one-time buyers to two-time (or more) customers. More can be done with this large group of buyers than simply re-mailing them as part of your normal mailing cycle.

Don’t Think Short-term
I’ve always felt catalogers take a short-term view with respect to prospecting by focusing mainly on the initial results. For example, catalogers expect a particular prospect list to achieve breakeven the first time it’s mailed. Often the list or segment is dropped if it doesn’t.