November 20, 2019

Need To Save Money?

For the catalog audience reading my daily missives ...

  • Greatly reduce catalog mailings to customers who have (at minimum) clicked through at least two email campaigns in the past year.
You have the data, you're already speaking to this customer 5x a week (think about that for a moment), and the customer responded twice in the past year. What more do you need to know?

If you mail the customer 15 times a year, reduce the number of contacts to 6.

If you are offended by the concept of mailing these customers less often (even though it is so much more profitable to execute this way) because you are a "Cataloger" then take the savings (9 catalogs a year) and reinvest it in customer acquisition and enjoy acquiring new customers. Your co-op sales rep will adore you for this and reward your loyalty with Prime Rib at The Keg. You win, they win. What's not to like about that?

If you need to save money, stop sending so many darn catalogs to customers who have instead embraced a 20+ year old marketing discipline. My A/B test results show that this one is a no-brainer, ok?

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