Letter-Rate Catalogs Are Right for Today
Finally, letter-rate catalogs can direct consumers to make purchases via phone, mail or online. Data analytics performed on the aforementioned converted 12-page catalog revealed an increase in online response rates from .65 percent to 2.6 percent — a 400 percent increase.
Given these examples, it's clear one size doesn't fit all when it comes to traditional catalog mailings. Linking merchandising strategies to mailing lists and deploying targeted, cost-efficient direct mail will consistently result in higher ROI for savvy marketers. Not only will consumers receive the bargains they need via shortened, letter-rate sale books, but a tree or two will be saved along the way. Data-driven, time-sensitive letter rate sale books are right for today.
Takeaway Tips for Catalog Marketers
- Analyze your data and match up appropriate products with your audience. Make it simple for them to buy from you.
- Design letter-rate books to be promotional in nature, with a sense of urgency or exclusivity and value. Make them irresistible to consumers.
- Avoid tab closures if you can produce a flap closure that meets postal requirements. Make them easy to open for all.
Scott Reed is vice president, catalog sales, of Vertis Communications, a Baltimore-based provider of targeted advertising and marketing solutions to retail and consumer services companies. Reach Scott at firstname.lastname@example.org.