Direct mail is expensive. Up to 97% of the catalogs sent do not convert. How do you determine which customers warrant the investment of mailing your catalog? Holdout tests. What is a holdout test? A holdout test measures the profitability of a catalog mailing relative to a customer segment. For a mailing, a small group of customers from your mail file is marked to withhold...
An important component of catalog circulation planning and mailing strategy involves the catalog in-home date. Savvy catalog mailers know to plan their circulation around holidays -- especially fluctuating holidays such as Thanksgiving and Easter. This year, we have a new date to consider. It is the presidential election year and it can wreck havoc on catalog response if you don't get the timing right. Take...
Merge/purges are an important, yet frequently overlooked, strategic component of catalog marketing. Merge reports can be confusing and many catalogers don’t understand how valuable these reports are. Ask your merge/purge provider to explain their report to you and then make sure you follow these tips to fine-tune your catalog marketing strategy List priorities -- it’s very important to set priorities for all the lists going...
Everyone is talking about Pinterest these days. Online retailers and catalogers are racing to join this popular social media site, hoping that their creative boards will entice consumers to follow them, pin their products and spread the word. Milo has created an infographic based on a recent survey of why consumers follow brands.
A recent study conducted by the e-tailing group on behalf of Local Corporation (an online media company) offers some insight into the role of mobile devices in the purchase-decision process. The study's findings showed 60% of consumers researched products or services several times a month using a mobile device. In addition, 1 in 4 shoppers purchased a product/service at least 6 times in the past...
Nordstrom has jumped on the free shipping bandwagon. Like Zappo's, Nordstrom now offers free shipping and returns every day and there is no minimum order. Free shipping is valid for selected merchandise purchased online or through the catalog. Here is a copy of the email creative that arrived in my inbox this morning. Introducing Free Shipping & Returns: No Minimum, Every Day!
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