6 Questions to Ask When Cutting Catalog Circ, Part 2

Are you getting them primarily from customers placing orders on your Web site? Do you collect them on your homepage? Do you have a program to collect them though different touchpoints in your Web marketing? Do you append e-mail addresses to your customer records? E-mail addresses are gold. Know where you're getting yours and how you can collect more of them.

In the final part of this three-part series in the April 7 issue of Catalog Success: Tactics & Tips, I'll take a look at several ways to effectively allocate sales and costs across the multiple channels in which you interact with your customers.

Jim Coogan is president of Catalog Marketing Economics, a Santa Fe, N.M.-based consulting firm focused on catalog circulation planning. You can reach him at (505) 986-9902 or jcoogan@earthlink.net.