How do you summarize catalog marketing data or catalog circulation test results and other direct mail metrics? A catalog marketing analysis one-sheet is great for recapping a specific catalog test result but sometimes you really need a visual of the catalog data to instantly communicate what happened. The spike in catalog sales in the image above tells you everything you… read more →
A few years ago, we consulted with a new catalog client that mailed up to 250,000 catalogs several times a year. During the on-boarding process, we learned that they were not using RFM (recency, frequency, monetary) to segment their catalog mail file. Unfortunately, this practice made it impossible to evaluate results. In order to manage their contact strategy and optimize… read more →
In a recent blog post Catalog Circulation Best Practices, we mentioned six steps for planning your catalog circulation. If the process seems daunting or you lack the internal resources to get the job done, it might be time to consider hiring a catalog circulation consultant. One benefit to working with a consultant is our exposure to multiple catalog brands. We… read more →
Whether you have an existing catalog channel for your business or are seeking to start one to complement your e-commerce strategy, developing a plan for circulation is a wise move. We will share some catalog circulation plan best practices that have helped our clients. Six Steps for Catalog Circulation Management What might seem like a daunting task becomes routine with a… read more →
You wouldn’t learn to drive a car or fly a plane while blindfolded, right? Why would you do this with a direct-mail campaign or catalog mailing when thousands of dollars (and your reputation) are at stake? In a recent blog post, we discussed the importance of segmentation and an example of its use (Data Drives Direct Mail Sales). Next, we… read more →
Understanding and interpreting data into actionable insights are important in both e-commerce and catalog success. Getting into the data and asking questions is how you uncover new insights and improve your direct mail success and revenue. Segment Your Customers You may have heard the term “segment your customers” but what does it really mean when it comes to your direct… read more →
Most catalogers and eCommerce companies routinely track basic data to identify their best customers and what they buy. Savvy marketers leverage the data opportunities in their database to identify their most engaged audiences for profitable new opportunities. Do you agree that customers and prospects who phone in, read your email and share it, or engage in your social posts are… read more →
With the rise of marketing automation and easy reporting templates, marketing leaders have more customer data than ever to track, synthesize and leverage. Instead of drowning in data, focused leaders identify a handful of key metrics that keep them tied to the pulse of their business. Revenue, orders, AOV and item counts per order are all great standard items for… read more →
When Victoria’s Secret suggested this year that it would be pulling the plug on its iconic catalog, some proclaimed the end of an era—not just for VS, which had built its name on years of sexy mailers, but for the catalog industry itself. People shop online now, get all their news digitally, don’t need brick and mortar stores anymore, blah,… read more →
1) First-time buyers. Try a thank you offer. This group just bought from you. They tried your product and hopefully had a great experience. Consider sending them a Free Shipping offer to drive that add-on piece they were not willing to buy before they tried you. 2) Non-buying prospects. Try Free Shipping or a Gift with Purchase. Has someone visited… read more →