Analyze Your Profit Contribution
Trying to maximize profit contribution can conflict with trying to grow your business. In other words, do you want profit or growth?
Of course, you want both. Unfortunately, one of these goals comes at the expense of the other.
Maintaining a balance of mailings to your customer file (where the profits come from) versus mailing to prospects is critical to your bottom line. How do you evaluate contribution from mailings to the housefile and catalogs you circulate to prospects?