Look at everybody else ... the bottom half of the file ... there's barely any catalog profit available mailing them.
That's the future ... it's what e-commerce brands who embrace catalogs learn quickly. It's the future for catalog brands as well. You're not going to mail the vast majority of your customer file much anymore.
You may not agree with what I'm saying. That's fine. Work with your favorite agency, analyze your best "catalog" customers, and tell me what you learn, ok?