Formulating a B-to-B Catalog Mailing Plan, Part 1
5. Allocate your space wisely. Determine the total mailing cost per product of your active customers, Harding said. Require products to deliver 1.5 times their mailing cost in gross margin dollars (average should be 2.5-plus). Those below 1.5 have space reduced or get dropped from catalog. Conversely, increase space for strong products. Some techniques include double presentation, adding similar products, multiple photos (product in use, cut-aways), extra copy and comparison charts.
6. Determine acquisition products. Test this by only running the first order from every customer to see what products are on these orders and what revenue they generate, Harding said. Then run another catalog, which excludes first orders. Compare the results to help you show if you have an acquisition product or not.