Web Buyers Are Changing the Catalog World, Part 2 of 3

The metric of incremental sales tells you the true breakeven of house buyer segments. If you break even with sales of $1/book and find that during the life of your catalog you would’ve gotten 50 cents from each buyer even if you hadn’t mailed those customers a catalog, then your true breakeven is $1.50/catalog. If you mail to house buyer segments responding below $1.50/catalog, you’ll be mailing below breakeven, and your profits will decline.