Fold it Up?
3. Additional co-mailing opportunities. Most catalogs that use a bind-in order form with envelope ink-jet the order form page with the contact’s name, address and source code. By giving up the ink-jetting on the inside order form, there will be more opportunities to co-mail offline with other catalogs. With offline co-mailing, printers only can ink-jet image the back cover; once the book is bound, the inside cannot be ink-jetted.
The Case for Keeping It
1. Gross margin loss. Giving up the bind-in order form means using valuable full-color pages in the catalog for the order form and ordering information. If you print this information in the body of the catalog, you could be using those pages to sell more merchandise. That’s a lost opportunity because most often sales will more than cost-justify having the bind-in order form. The thought behind removing the bind-in often is limited to how much money will be saved.
2. Loss of hot spot at center spread. The center spread where the bind-in order form generally appears is considered a “hot spot.” That’s because the catalog tends to lay open to the center spread, making it an excellent place to present and sell merchandise. Eliminating the bind-in order form reduces the hot spot’s effectiveness, because the catalog doesn’t lay open as easily.
3. The market you serve. Older catalog buyers (age 60 and older) tend to use the order form and envelope more and often pay by personal check. If you sell to a more senior market, think twice about eliminating the envelope.
Add It All Up
If you’re going to eliminate the use of the bind-in order form envelope, print the order form on the left-hand page of the center spread and ink-jet image the source code, customer number, and the name and address fields on the page as you would do if using a bind-in version. That’s unless you have the opportunity to co-mail offline. Feature merchandise on the right-hand page at the centerfold.