Special Report: Sustainability & the Environment
12-Round Bout to be Green: Catalogers and environmental groups go toe-to-toe over mailing practices
Crate & Barrel tested substituting e-mails for print catalogs. The company split its customers into groups of three. One group was mailed catalogs only; another e-mails only; and the third received a combination of the two. But the multichannel marketer concluded that e-mail wasn’t effective as a one-for-one substitute for catalogs. A mix of catalogs and e-mails generated the most effective response, according to Seebeck.
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