Strategy How to Use Selling Expense Ratios

Circulation 33.8% 39.1% 27.1% 100% Orders 61.9% 19.8% 27.1% 100% Demand 64.4% 18.4% 17.2% 100% Selling Expenses 0-12 Month 13-24 Month 25+ Month Total Selling expenses* $436,871 $505,896 $351,224 $1,293,991 Selling expense ratio 16.1% 65.3% 48.4% 30.7% * $0.55 per catalog

Let's take a closer look at the importance of the 12-month buyer file. The above chart includes mailing the housefile 12 times over the course of one year. For example, I circulated more than 2,352,711 catalogs to the housefile during a 12-month period. A total of 794,31 12-month buyers were mailed, which represented 33.8 percent of total housefile circulation. The 13- to 24-month buyers accounted for 39.1 percent of total housefile circulation and the 25-month-plus buyers made up the remaining 27.1 percent of the circulation.