by Steve Lett | Jan 22, 2024 | Blog
You’ve heard the saying, “we hear what we want to hear”. At times, we are all guilty of this. We don’t want to face the facts. We want to think what we want to think. In our daily routines we do what is comfortable to us and often times put off dealing with the real...
by Steve Lett | Jan 22, 2024 | Blog
There is growing pressure the past year on list performance. It’s more about contribution to profit & overhead as it should be. This has caused catalogers to reduce circulation and to prospect less. As a result, 12-month buyer counts are down and there are...
by Steve Lett | Jan 22, 2024 | Blog
I want to discuss the basics of list segmentation and why it is an important part of maximizing profitability. Segmenting your customers, i.e., house file, will help you know who to mail and, just as important, who not to mail. The days of mailing your entire house...
by Steve Lett | Jan 22, 2024 | Blog
The past year was extremely difficult for catalog companies. Many firms elected to mail deeper to their house files (instead of prospecting for new buyers). Prospecting is down -30% to -50% according to industry sources. New list testing is off -43%. This means...
by Steve Lett | Jan 19, 2024 | Blog
It pains me to see catalog companies making bad decisions (with good intentions) that can be self-destructive to their business. I know these decisions are being made for all the right reasons; mainly to reduce expenses and to save money. The actions taken are most...
