LENSER

Improve on your customer targeting by: - testing ship-tos; - testing gift recipients; - segmenting by source; and - and segmenting by trade area. —Michelle Farabaugh, partner, LENSER

Your buyer file is your most important asset. Profit comes from remailing those buyers with higher response and lower mailing costs. Determine your correct frequency by segment, and see results soar. —Michelle Farabaugh, partner, LENSER

When trying to weather tough economic times, allow your cost of customer acquisition determine your prospecting strategy. Also, aggressively use list exchanges as opposed to renting prospect lists. —Michelle Houston, circulation manager, LENSER, a catalog circulation consultancy

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