Circulation planning is critical to the success of every catalog. In fact, over 60% of the success of any mailing is dependent on the lists used and on the circulation plan in general. Not always is enough time spent on the critical steps to effective and proper...
I have written several times about the importance of converting one time buyers to two and more time customers. Catalogers spend a great deal of time and money acquiring one time buyers but more should be done to get these individuals to purchase again. Typically,...
Amazon is big. Powerful, too. The vision of Founder and CEO Jeff Bezos is remarkable. It is astounding to consider Amazon’s ascension began just 26 years ago in 1994. While I don’t always agree with Amazon’s practices, I have a great deal of respect for Mr. Bezos as...
Co-mailing Defined: "Co-mingling or mailing is the process of combining different catalog titles into one mail stream in order to generate more carrier route discount mail." Why do companies co-mail their catalog with other catalogs? The simple answer is to save...
There is a great deal of talk these days about co-mingling (also referred to as co-mailing) catalogs together with other catalog titles in order to create a greater postal discount for the participating catalog companies. On the surface, co-mailing sounds like a great...
Weekly order curves are affected by several different factors. Mail deliveries, the weather, time of year, etc., all affect mail delivery times. However, you, the catalog marketer, have the most influence over how soon orders start flowing after the initial mail date...
Our column this month is devoted entirely to B-to-B (Business-to-Business) catalog circulation techniques. We will discuss effective prospecting techniques for B-to-B and B-to-I (Business-to-Institutions) catalogers. Topics will include how to use your...
I want to start with the premise that the catalog and the Internet are important to each other. It’s not the web vs. the catalog or vice versa. (I remember the old brick-n-mortar days when the retail channel thought they should receive credit for catalog sales within...
Catalogs continue to be the main driver of shopper traffic to the Internet. Printed catalogs have stood the test of time and after all the buzz about the Internet and e-commerce, we are seeing a real growth in print media. Companies who started and/or only marketed...
