Jim W. Gilbert

Jim W. Gilbert
Reduce Catalog Costs

By Jim W. Gilbert It's likely we'll see a 5.4 percent increase in postal expenses in 2006. To us mailers the meaning is simple: 5.4 percent less contribution to overhead and profits. We'll need to rethink list and circulation strategies to keep some of our marginal lists within our allowable metrics. Therefore, we'll either have to: * scrap the mailing lists that aren't performing within allowable metrics; * review customer lifetime value and allow for a longer payback process (the time it takes to recoup the investment into acquiring a new customer), and a deeper loss per customer acquired; or * reduce