The 50 Best Tips of 2006

B-to-B mailers should use databases to their fullest potential.
As databases become more agile and nimble, catalogers can increase the number of fields in their databases. Use your database as a decision-making tool that allows you to see how often and how much companies buy from you, as well as what products they buy and where in their organizations the products are sent. Have different fields relevant to your company.
—Gina Valentino, Hemisphere Marketing, source,“Jump-Start Your Segmentation Strategy,” Jan. 24, Catalog Success Idea Factory

Treat well those customers who take the time to let you know they’re moving.
These are customers who actually cared enough about their relationship with your company to notify you of the move. Be more careful with that information and rush them a catalog. They just moved, and may need to buy a lot of stuff.
—Bill LaPierre, Millard Group, “Schmooze the Movers,” Feb. 14, Catalog Success Idea Factory

Retain your “gold” continuity customers.
Send a welcome letter in each customer’s first shipment, detailing how your continuity program works. Give customers online access to their accounts. Allow them to postpone, cancel or alter the frequency of specific shipments.
—Shari Altman, Altman Dedicated Direct, “A Continuity Mailer … Who Me? Never! Why Not!” May, Catalog Success

Milk your 12-month buyer file.
The more recent buyers there are, the lower the selling-expense-to-sales ratio. Seek to reactivate older buyers, convert inquiries to buyers, mail hotline buyers more frequently, increase prospecting, etc. Develop a circ strategy to grow your 12-month buyer file faster.
—Stephen R. Lett, Lett Direct, Strategy,“How to Use Selling Expense Ratios,” July, Catalog Success

Creative & Copywriting

Enforce creative synergy.
Even if you outsource creative services, enforce seamlessness in your creative by forming a brand standards guide — a sort of style manual that details how creative elements should appear in each sales channel. Instructions on color palettes, logos, fonts and photography should readily be accessible to everyone involved. Set up an FTP site from which your creative team can download the information needed.
—Carol Worthington-Levy, Lenser& Associates, source, “Channel Surfing,” March, Catalog Success