Optimize Your Housefile Mailing Frequency
Most catalogers don't mail the housefile enough. Evaluate response curves and note:
- The "doubling point," or when about half of the orders were in. This is important for projecting. At this point, a low cost follow-up campaign (e.g., postcards, e-mails or outbound telemarketing) could spike response.
- The 80 percent point. At this point, another catalog mailing could be introduced provided that contribution per order can be maintained.
—Steve Trollinger, senior vice president,
client marketing, J. Schmid & Associates Inc.