6 Questions to Ask When Cutting Catalog Circ, Part 1
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Jim Coogan
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1. Are all of your house and prospecting segments responding above breakeven? Most marketers begin with the business rule of mailing only the circ that responds above breakeven. Marketers want to turn a profit on each segment mailed.
Some mature mailers may dip below breakeven when they know that the lifetime value of their customers can pay for prospecting for new customers below breakeven. But as a general rule, the thing most circ managers want to know is whether all the segments mailed are responding above breakeven.
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