Strategy: Decipher Web vs. Catalog Customers
You might think you have trouble finding lists that work, when in actuality you have some winners to add to your continuations. In addition, you might have lists that look like they’re falling off, or your total rentals look like they're trending downward, but it’s just the result of heavier Web sales.
It sounds simple, but without knowing the performance of all segments mailed, false conclusions can influence your marketing strategy. A matchback keeps you on track and gives you the confidence in your results needed to make sound judgments.
There are catalog-only buyers. There are Web-only buyers. And there are multichannel buyers who purchase from the catalog and your Web site. So segment your housefile by this division so results can be tracked accordingly.
You might find, for example, that the Web-only buyers should be mailed, but not as often as your catalog or multichannel buyers. But again, maybe they should be mailed every time. Conduct a contact strategy test to help make the correct decision; the results may surprise you.
Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in circulation planning, forecasting and analysis. He's also the author of the Catalog Success-published book, “Strategic Catalog Marketing.” Reach him at (302) 539-7257 or by e-mail at email@example.com.