Match-backs are the process of having your order file “matched-back” against your recent mail tapes in order to give credit to the proper source or key code on a list-by-list, segment-by-segment basis. They are a way of life for catalogers today. Match-backs are...
Very few catalogs can make money on first time buyers. The ultimate profitability of a new buyer depends on their Life-Time-Value (L-T-V). We tend to evaluate lists based on the first or initial sale. We compare the results against an incremental breakeven point and...
In a digital world with so many choices on where to exert your effort and budget, the question for DTC is really where you should be spending your time and what channels – new or old – can deliver the desired results. Smaller brands cannot be everywhere all the time...
If you are like most catalogers, you have either discussed giving up the use of a bind-in order form with envelope or, you have already eliminated it. There is a definite trend to eliminate the bind-in order form/envelope typically found in the center of the catalog....
Free Shipping! $10 Off! 10% Offer! Free Gift with Order! Promotions like these are common place today. They are a growing part of any print and online marketing program. These promos are being used to increase revenue especially in a lagging economy. They are also...
There is a cost associated with acquiring a new buyer through print media. Catalogers need to invest in converting prospects to buyers (one-time purchasers) and buyers to customers (two and more time purchasers). How much you are willing to pay for a new buyer depends...
Prior to e-commerce sales on the Internet, typically, a catalog company would trace 80% of their orders/revenue to a specific source or key code. Catalogers didn’t worry about the remaining 20%. They would simply allocate this portion proportionally across all source...
I have always advocated that catalogers should maximize the postal piece rate. And I feel even stronger about that now that the United States Postal Service this year is increasing the piece rate weight limit from 3.3 to 4.0 ounces, effective January 22nd. Although it...
There is a cost associated with acquiring a new buyer. Catalogers need to invest in converting prospects to buyers. How much you are willing to pay for a new buyer depends on what you can afford to spend and how fast you want to grow. Over spending to acquire a new...
