I recently received two Soft Surroundings catalogs within a couple of days of each other. One catalog was a 68 page sale catalog and I noticed that they used two tactics to improve key code capture and highlight catalog awareness. On the right side of the back cover of the catalog, Soft Surroundings added “use your key code to keep receiving our sale catalogs” along...
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 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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