Turn One-time Buyers Into Multis

In our example, approximately 61 percent of the 0- to 24-month buyers have purchased only one time. Yet, we continue to mail the single buyers with the same frequency as the two-time-plus customers. Assuming a catalog cost in the mail of 60 cents per book and a 10-times-a-year mailing schedule, the investment in mailing these single buyers would amount to approximately $12 per buyer in two years.