The 50 Best Tips
— Paul Miller, Editor-in-Chief
MAILING, MARKETING ISSUES
✱ Contact management.
Create a contact strategy that incorporates all methods of customer contact. It encompasses planning all of your contacts with the customer, e.g., special promotions on the Web, catalog mailings and e-mailings. By planning your e-mails to support your mailings and your Web specials, contact with your customers will be more meaningful and have greater impact.
— Stephen R. Lett, Lett Direct, Strategy column, “Circulation Planning: How the Rules Have Changed,” May, Catalog Success
✱ Set specific goals.
If you set concrete goals, you get concrete results from your competitor analysis. And you’ll avoid the risk of investing time and effort in a study that just gets filed away and forgotten. Launch five new catalog initiatives. Make them action-oriented. Avoid goals like, “Come up with five new ideas.” Ideas tend to get loved, filed and forgotten.
— Susan McIntyre, McIntyre Direct, Catalog Doctor column, “Intense, Competitor Analysis,” May, Catalog Success
✱ One mailer’s ‘disciplined’ approach to prospecting.
“For each catalog title, we calculate breakevens by season and maintain models of short- and mid-term customer value. We then determine, based in part on risk, an acceptable cutoff for each source. These values are continually adjusted. We run the same analysis whether we’re looking at prospects from one of our catalogs or from an outside source.”
— Jon Fleischman, Potpourri Group, “Teach an Old Trade New (and Not so New) Tricks,” August, Catalog Success
✱ Don’t stop mailing to Web-only buyers.
When you look at your source code report, it appears Web-only buyers are considerably below breakeven. Even the results from the most recent Web buyers don’t look exciting. It’s logical to conclude you should stop mailing Web-only buyers to save money. But Web-only buyers are performing at more than acceptable levels, according to recent matchback studies, so keep mailing them.