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HGM Catalog ConsultingHGM Catalog Consulting
  • Home
  • About
    • About HGM Catalog Consulting
  • Services
    • Catalog Strategy
    • Circulation Planning
  • Marketing Tools
    • Catalog Breakeven Calculator
  • Testimonials
  • Blog
  • Contact Us
Catalog Matchback Analysis – Part 1

Catalog Matchback Analysis – Part 1

Oct 16, 2018

With software like Hubspot, you can track opens on emails, gain metrics on clicks, and measure the response rates of campaigns — which tells you the level of success and profitability you can expect from a conversion. But what did direct marketers do before the era of digital metrics and tracking? Catalogers relied on key codes to track response by customer segment.  Most orders arrived either by mail...

Making the Marriage of E-Commerce and Direct Mail a Profitable One

Making the Marriage of E-Commerce and Direct Mail a Profitable One

Aug 23, 2018

Take a scroll on your Facebook or Instagram feed and you’ll be surprised at the number of Shopify stores that tout themselves as e-commerce retailers. Selling everything from drop-shipped T-shirts sourced on AliBaba, to hats, pop-cultural tchotchkes and even sweaters with a pouch to hold your cat, the age of digital has given way to the age of e-commerce. So maybe you’re already well-versed in the world...

Why You Need to Calibrate Your Catalog Marketing Strategy

Why You Need to Calibrate Your Catalog Marketing Strategy

Jul 11, 2018

Marketing without a well-thought-out strategy, be it catalog marketing or otherwise, is just like building a house without a blueprint. It doesn’t necessarily mean that you will never get there, but there will be a lot of wasted time and resources before you do. Equally as important, is for you to remember that no strategy is fool proof, regardless of how much thought and analysis was put...

You’ve Got Mail — How Data Is Modernizing Direct Mail

You’ve Got Mail — How Data Is Modernizing Direct Mail

Jun 14, 2018

We need to talk about the “D” word. Digital? Data-Driven? How about, “all of the above”, plus one you may not have expected: Direct mail. If you’ve been drinking the “Kool-Aid” served up by industry bigwigs, you might think that direct mail is not only a relic of yesteryear, it’s actually a casualty of digital. But that’s where you’d be wrong. Direct mail is far...

Direct Marketing Catalogs: The Best Way to Reach and Influence Customers

Direct Marketing Catalogs: The Best Way to Reach and Influence Customers

May 16, 2018

In this ever more digital age, catalogs would seem like an outdated marketing strategy used by people in decades past. Yet, this could not be further from the truth. Direct marketing is, in fact, a key part of the consumer buying process. If used correctly, catalogs can be a highly effective tool for generating income and reaching out to new customers. Direct marketing print catalogs...

The Importance of Clean Data

The Importance of Clean Data

Apr 13, 2018

Clean data is critical for data analysis and data mining activities. Organizations of all sizes often struggle with the ability to get and maintain clean data. To better understand how you can make sure your data becomes and stays clean, we will first discuss what ‘clean’ data really means. What is ‘Clean’ Data? If you have clean data, it means that the data currently stored...

Competing with Amazon

Competing with Amazon

Oct 16, 2017

A popular discussion these days is how to compete with Amazon.  Mega retailers with physical stores and/or well-designed ecommerce platforms often hold the best cards when working with their suppliers. Strong merchants in their own right, including leading apparel brands, often need mass merchants like Walmart and Amazon, to boost the volume sales and distribution of their products. In August, Amazon announced that its Marketplace...

Four Low-Cost Strategies for Acquiring New Customers

Four Low-Cost Strategies for Acquiring New Customers

Mar 1, 2017

Acquiring new customers at an acceptable cost is becoming a huge challenge for many catalog companies and eCommerce retailers. A common complaint among catalogers that are accustomed to leveraging co-op databases for low-cost prospecting is that their models are performing less effectively and response rates have decreased, driving up their customer acquisition costs. And even in digital marketing, brands have found that increased competition in...

Use Holdout Tests to Measure Incremental Catalog Sales

Use Holdout Tests to Measure Incremental Catalog Sales

Dec 12, 2016

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...

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Recent posts:

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  • What Response Rate Do I Need to Break Even?
  • How to Calculate Breakeven on Direct Mail Campaigns
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Catalog Consulting: Vitabath
Catalog Consulting: Vintrust
Catalog Consulting: Raider Image
Catalog Consulting: Mrs John L Strong
Our Custom Marketing Solutions Client: Olive Press
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  • HGM Catalog Consulting, a division of Hansel Group Marketing Inc.
  • Located in Austin, Texas
  • (512) 288-2742
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