by Steve Lett | Feb 1, 2024 | Blog
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...
by Steve Lett | Feb 1, 2024 | Blog
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...
by Steve Lett | Feb 1, 2024 | Blog
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...
by Steve Lett | Feb 1, 2024 | Blog
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...
by Steve Lett | Feb 1, 2024 | Blog
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...
by Steve Lett | Feb 1, 2024 | Blog
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...
