50 Best Tips for 2015
34. Be willing to test other things besides promos. Paper, covers, mail dates and much more can be tested. Just try to keep it to one test at a time.
35. Obtain print and paper bids at least once a year to check the market. Don't contract with any printer for more than one year at a time.
36. Consider purchasing paper directly from a supplier. However, if you purchase less than 80,000 pounds (about two truckloads) of paper at a time, it's probably best to continue buying paper through your printer.
37. Develop a strategy to convert one-time buyers into repeat customers.
38. Monitor the change in the number of 12-month buyers on your housefile from one year to the next. Your business will grow by approximately the same percentage your 12-month buyer file is growing.
39. Consider adding more pages to your catalog (i.e., more merchandise), while maintaining the same product density. This is a good strategy especially if your catalog mails at the postal piece rate (under 3.3 ounces). Your revenue should increase by approximately one-half the percent increase in page count.
40. Typically, a U.S. catalog company should be able to generate 10 percent of its sales in Canada. Therefore, consider developing a circulation plan to test mailing north of the border.
41. Always take advantage of co-mail savings and make sure you print with a "catalog" printer that offers co-mail services.
42. Segment your online-only buyers by RFM, separate from your print catalog buyers.
43. Be sure to maximize ALL of the cooperative databases. They all build their models slightly differently, and one co-op will find good prospect names not found by another.
44. If you're a consumer catalog business, consider renting your housefile.