Again

I do not live in a catalog household ... and my wife and I haven't purchased from half of these companies.

And yet, within two days this is what floods the mailbox.

Co-mailing.

This is what happens when we let the vendor industry drive the agenda. Co-ops determine who receives catalogs, while your print-centric vendors offer discounts to get you to mail your catalogs together with competing catalogs. You save a few pennies.

There's close to a thousand pages of merchandise laying there on my counter top.

When is the last time you read a thousand pages of content you wanted to read?

We can't even get 1 in 5 customers to open an email, much less take time to read through a thousand pages a week for the next six weeks.

Test different dates.

Test not mailing unwanted catalogs.

Test smaller page counts.

Test books front-loaded with winning merchandise.

Do something your vendor partners tell you not to do.

P.S.: Return on Relationships? (click here).