A Chat with October’s Profile, Bill Boatman, Founder and Owner of Bill Boatman and Company

CS: What was your biggest mistake and how did you recover from it?

BB: It took us a while to learn that the seasons of the year played seriously into our response rates. We attempted to mail too heavy and during the off-season when we started. Hunting is primarily a fall and winter activity. We began to stagger our mail drops, increasing drops in the fall and winter months while lessening drops during the off-season, spring and summer. We also use data analytics, particularly RFM, to keep the catalog running at peak efficiency. The basics haven’t changed, it’s just that today we have instant access to response rates.