How Many Times Should You Mail to Your Housefile?

| Stephen R. Lett

A consumer catalog company typically mails to its housefile 11 times a year, while a business-to-business cataloger mails on average 15 times to its customers. Does that sound like awful lot of mailings to you? If so, your business might be able to benefit from an increase in the number of drops to your housefile.

When Is it Time to Rebuild a Model?

| MCM staff

Database models tend to be remarkably resistant to nondramatic changes in creative and price, says Jim Wheaton, a principal in Chapel Hill, NC-based Wheaton Consulting Group. Therefore, as long as the fundamentals of your business remain reasonably stable and there is no change in the structure of the source data, models are likely to retain their potency for years.