Saving Money on Catalog Circulation
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Online Needs Differ
Online customers have very different needs. Online, you segment customers based on the microchannels they're sourced from.
Some online customers use catalog key codes. This is a great place to test different contact strategies, especially among customers who have valid e-mail addresses. Customers often spend more on e-mail marketing when fewer catalogs are mailed. If possible, segment online customers who use search engines, and treat these customers in a different manner.
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Kevin Hillstrom
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