Print-Plus: All Hands on Deck
In addition, support your catalog with pre- and post-emails to yield an increase in response. Consider sending two or three post-mailbox follow-ups.
Single web-only buyers from pay-per-click sources, internet-only buyers and catalog inquiries all should be optimized by the co-op databases before you mail them. Web-only buyers sourced from pay per click likely won't respond to catalog mailings. If the consumer has no history of buying direct, save the postage.
Co-op Database Performance
Resist the temptation to pull out of any co-op databases. Catalog marketers decide which databases to keep or drop through a multitude of factors — performance, overall contribution, etc. If a cataloger feels it's supplying more buyers to a co-op than it's getting back, that catalog may decide the contribution doesn't favor it and drop that co-op. Catalogers naturally want to protect their biggest asset in such difficult economic times — their housefiles.
However, not every cataloger is going to pull out of the same co-op databases. Even within the same product category, certain co-ops work well for some and not others. However, the names shared by all are still required to build an effective model and supply the best prospecting names.
Here's a scenario currently happening across all co-ops: Cataloger A has decided to pull out of co-ops 1 and 2 based on the above mentioned criteria. But what if the prospect names from Cataloger B work the best for Cataloger A, but Cataloger B has chosen to pull out of co-ops 3 and 4 and remain in co-ops 1 and 2? Both A and B will, in turn, lose performance in their prospecting names.
In essence, on top of everyone's 12-month buyer counts decreasing and straight list rentals' performances faltering, now the co-ops are affected. As catalogers continue to pull out of various databases, this situation will continue to spiral downward.