The Real Driver of Catalog Circulation
Prospecting with a print catalog is an effective and targeted way to reach potential buyers. Outside prospect lists and/or modeled names from one or more of the cooperative databases allow catalogers the benefit of mailing to prospects most likely to purchase. While the internet is pretty sophisticated, prospecting with a print catalog is more of a rifle shot that zeroes in on the targeted audience of proven mail order catalog buyers.
Remember, a buyer is someone who purchases once and a customer is someone who purchases more than once. Both the internet and catalogs bring in buyers, but the catalog is generally more effective at producing customers. Catalog circulation in terms of quantity mailed and number of drops is critical to building your business.
Stephen R. Lett spent the first 25 years of his career in executive-level positions at both business-to-business and business-to-consumer catalog companies, including Monarch Marketing Systems, Tandy Corp., Edmund Scientific Co., The Drawing Board and Country Curtains. Additionally, he owned... the Writewell Co., and started (and owned) The Write Touch.
He also taught direct marketing at Indiana University. Today, Steve owns Lett Direct, a catalog and internet consulting firm specializing in circulation planning, plan execution, analysis, as well as internet marketing and email marketing. He’s the winner of a Silver Mail Box Award from the Direct Marketing Association (DMA), is a past chairman of the DMA’s Catalog Council, and a former member of the DMA’s Committee on Ethical Business Practices. Steve also writes a monthly column in Catalog Success Magazine.