The Editor’s Take
Act, React and Stand Up
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While simply failing to heed consumers’ requests isn’t necessarily a widespread problem among catalogers, many mailers fail to make midlevel adjustments — namely, giving consumers the opportunity to choose how often and how much they’re mailed.
So I’d like to leave you with a challenge: Make a clear offer in your catalog and in any e-mail you send to customers that empowers them to choose how often they’d like to receive your print catalogs or e-mails. By treating opt-out as an all-or-nothing proposition, you’re not only losing a lot of potential business, you’re also not helping your cause against the radical environmentalists trying to scapegoat this industry.
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- Peter Finch
- Sarah Fletcher
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