Catalog Consulting Blog | HGM Catalog Consulting

USPS 2021 Postage Rates

The US Postal Service filed notice with the PRC last Friday to increase postage rates effective January 24, 2021. Although the overall proposed postage rate increase for Marketing Mail is 1.51%, the increase varies by classification, with Parcels taking the biggest hit: Product% ChangeLetters0.771%Flats3.553%Parcels16.791%High density / saturation letters2.373%High density / saturation flats and parcels0.989%Carrier route3.529%Every Door Direct Mail0.524%Overall increase1.509% Postage for the Letters classification will...

By Tanya H October 13, 2020 Catalog

What Response Rate Do I Need to Break Even?

Last month I wrote a post about how to calculate breakeven for direct mail campaigns. A blog reader requested a formula that calculates the response rate needed to break even. To determine the breakeven response rate, you need to know what kind of average order (AOV) your campaign will generate. Let's look at three different AOV examples and see how AOV impacts the breakeven response...

By Tanya H April 3, 2020 Catalog

How to Calculate Breakeven on Direct Mail Campaigns

Calculating direct mail breakeven is critical because it’s a key metric when planning the circulation of a successful direct mail campaign. Start by using estimated costs to determine your initial campaign breakeven. Then create a preliminary circulation plan based on the projected revenue of each list segment. An increase in print quantity has the potential to lower your campaign breakeven. On the flip side, a...

By Tanya H March 3, 2020 Catalog

6 Tips for Lowering Your Direct Mail Costs

The direct mail industry has faced massive postage rate increases over the years and many digital brands that are new to direct mail don’t realize that postage often exceeds the print costs, especially if they’re mailing postcards, trifolds, or catalogs with small page counts. As a direct mail consultant, I help clients plan and execute their direct mail campaigns. Part of the strategic circulation planning...

By Tanya H January 29, 2020 Catalog

Marketing Mail Postage Rates 2020

The postage rates for Marketing Mail, Periodicals, and other products will increase on January 26, 2020. Catalogs and direct mail postcards are typically mailed in the Marketing Mail class. Below is a PDF that summarizes the key changes to the USPS rates among the various mail classes. There are 5 pages in USPS document. Mouse over the text in the blue banner at the bottom...

By Tanya H December 18, 2019 Catalog

Direct Marketing Tactics for DTC Brands

Study after study has demonstrated that customers love getting catalogs in the mail – especially younger customers. This may because we are already bombarded with digital information, so having a catalog to flip through feels novel and engaging. It may also be simply because direct mail items stand out. So how do you ensure that your catalog makes an impact? Tell a story Several famous...

By Tanya H October 10, 2019 Catalog

Case Study: Improving Customer Experience Through Returns

One simple change in the return process of Terry Bicycles, an athletic apparel and parts brand, ensured improved customer experience and guaranteed future purchases. Executive summary The on-demand shopping model is changing customer purchase behavior rapidly. Customers expect a quicker turnaround and a more streamlined response when it comes to all aspects of their interaction with the business — including returns. By re-thinking and then re-designing...

By Sarah S August 21, 2019 Catalog

5 Signs Your Brand Might Need a Catalog Audit

Paying for catalog consulting services isn’t merely an expense, it’s an investment. Many brands invest hours designing and creating a great catalog and yet they don't think to invest the time to craft a strategic catalog circulation plan or segment the list to track results. Instead, the mailing list pull is outsourced to the brand’s IT department, which guesses what parameters to use and then...

By Tanya H June 18, 2019 Catalog

Print Marketing Campaigns – Glossier

Earlier this month we brought you a direct mail case study of Casper, the successful mattress brand and self confessed "digital native". We examined how Casper scored big victories with their print media campaigns, embracing the "tangibility effect", giving customers something to pick up, hold, and keep. By adopting this approach, Casper put their brand, and their products, at the forefront of their prospects' minds....