Direct Mail 20,000 128 0.6% $0.54 $221.76 $10,750.00 $28,385.00 Segment #1 - Current Customers 15,000 113 0.8% $0.44 $212.04 $6,600.00 $23,960.00 High Recency (Bought in the past 3 months) 4,000 40 1.0% $0.78 $179.00 $3,120.00 $7,160.00 High Frequency (# Visits > 20) 6,000 48 0.8% $0.58 $350.00 $3,480.00 $16,800.00 Other 5,000 25 0.5% $0.00 $0.00 $0.00 $0.00 Segment #2 - Prospects 5,000 15 0.3% $0.83 $295.00 $4,150.00 $4,425.00