How to Evaluate Your Remailing Strategy
Most consumer catalogers remail the same catalog to the same people multiple times. Remailing generally involves making at least a cover change to the catalog each time the catalog is mailed, thus creating the illusion that the catalog is new and different.
Obviously, a remail strategy is more cost-efficient than trying to produce a new catalog for every new mailing. Longer press runs reduce the unit cost per catalog printed.
How many remails should you make, and how much of the catalog should be changed each time? The number of remails will vary among catalogers. Here’s how to evaluate your current remailing strategy.
Boost Revenue Per Catalog Mailed
The goal is to find ways to increase revenue per catalog mailed, which will, of course, improve your bottom line. You can accomplish this by:
—reducing circulation (which I am not necessarily recommending);
—focusing on identifying and then maximizing the best lists;
—mailing to all housefile segments;
—introducing other cooperative databases; and
—doing more computer modeling.
Another key factor to increasing the revenue per catalog mailed involves merchandising changes to the catalog. Marketing and merchandising must work together to maximize the revenue per catalog mailed.
A typical consumer gift cataloger, for example, will change up to 30 percent or more of its merchandise four times a year. Circulation strategy and merchandising combine to affect the revenue per catalog mailed.
A common strategy is to print three or four times a year, with up to three drops per printing. There’s a loss of revenue associated with each remail. The degradation from one drop to the next generally ranges from 20 percent to 30 percent. But the economics associated with a longer press run may offset any decrease in the response rates caused by the remails (up to a point, that is).