Circ Planning for Next Season: 13 Key Questions to Ask, Part 2

11. How should the housefile be pruned for nonresponsive buyers? What tools are available to increase the profitability of housefile/buyer mailings, particularly eliminating older buyers and inquiries who won’t respond? Or have moved? Knowing which buyer segments to mail requires disciplined testing, using holdout panels to measure the incremental sales of catalog mailings.