We’ll be able to reach two distinct cohorts with this nationwide mailing: prospective customers who are “look-alikes” of our best subscribers (they tend to be educated, wealthy ($100K+), married women without children in the household) and website visitors who didn’t quite complete the check-out process. We can assume the latter group is at least aware of our brand, and we do have the opportunity to personalize elements of the mailer for this group (e.g., using their dog’s name), if we want to. In general, we’ve found that our best customers are extremely loving, but very practical dog owners who value the benefits of fresh food (for dogs & human alike) -- not the parody of irrational dog-obsessors we might expect.