If you want to increase revenue using direct mail, you have two options: sell more to the customers you have, or find new customers and sell to them. The tricky part is knowing how to do that.

I recommend that you start by segmenting your house list. Dividing your customers into groups that share a common interest helps you understand your customers better. Let me illustrate.

Assume you are a business that manufactures and markets a line of polo and golf shirts that businesses issue to their staff as casual uniforms. You examine your house list to find out who buys what, and when and how. You are looking for patterns, trends and opportunities.

Gender
You discover that 75% of your customers buy shirts for male staff only, even though you carry a line of women