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...
I taught Direct Marketing at Indiana University for several years and I always told my students to write down “merchandising” if they did not know the answer to a question to receive 50% credit. I wanted these smart, second year MBA students to know the importance of...
I taught Direct Marketing at Indiana University and I always told my students to write down “merchandising” if they did not know the answer to a question in order to receive 50% credit. I wanted these smart, second year MBA students to know the importance of...
Testing is the way to the Promised Land. Without testing, I’m afraid you are up a creek without a paddle or lost at sea. Some things are easier to test than others. However, just about everything can be tested. Don’t just assume that something will work. It is always...
When it comes to catalog marketing, I don’t like to leave anything to chance. Just about everything can (and should) be tested including promotional offers, cover designs, minimum order requirements, etc. Knowing what and how to test and re-test is important to the...
Do promotional offers increase response rates or average order sizes to the house file? What about to prospects? Which offers work best? Do different weights or grades of paper increase results? What affect do various page presentations have on sales? I am sure you...
Catalogers are always interested in increasing the amount of Revenue per Catalog (RPC) mailed to their house file and to outside prospects. As you increase circulation, the RPC will decrease since catalogs are being sent to lower performing names; generally to...
How much you want to grow your business is dependent upon the growth rate of your 12-month buyer file. If your 12-month buyer file is growing, your revenue will most likely increase too. If your 12-month buyer file is decreasing, your revenue will probably decrease....
Purchasing your own paper through a paper merchant might be a way to save money. However, not every company can or should purchase paper direct. Many should continue to have their printer supply the paper. This month, I want to help you determine if you are a...
