by Lili Walker | Feb 1, 2024 | Blog
Very few catalogs can make money on first time buyers. The ultimate profitability of a new buyer depends on their Life-Time-Value (L-T-V). We tend to evaluate lists based on the first or initial sale. We compare the results against an incremental breakeven point and...
by Lili Walker | Feb 1, 2024 | Blog
How much you want to grow your business is dependent upon the growth rate of your 12-month buyer file. If your 12-month buyer file is growing, your revenue will most likely increase too. If your 12-month buyer file is decreasing, your revenue will probably decrease....
by Lili Walker | Jan 31, 2024 | Blog
The idea of creating a smaller prospecting catalog (same trim size but with fewer pages) full of best selling pick-up items is appealing and sounds like a logical thing to do. It saves money, or so it seems, and in theory has little if any impact on performance. ...
by Lili Walker | Jan 31, 2024 | Blog
Catalogers need to prospect for new buyers in order to grow their business. It’s expensive. And, most catalog companies prospect at an incremental loss (defined as net sales minus cost-of-goods sold minus direct selling expenses = incremental breakeven). Even so,...
by Lili Walker | Jan 30, 2024 | Blog
Google has long been a powerhouse in the analytical field. However, recent changes in technology and user behavior have made the old Google Analytics, otherwise known as Universal Analytics, challenging to use, so Google has released GA4 – its newest analytical...
