Turn One-time Buyers Into Multis

With a total of 156,828 single buyers on the 0- to 24-month file, the total selling or marketing expense mailing to these individuals would amount to almost $1.9 million! And, not one repeat order from this group either. Once again, if we can increase the percentage of one-time buyers who buy again, or if we can better identify those buyers most likely to make a second purchase, our investment in future mailings can be reduced.