Direct marketers are embracing mini catalogs to cost-effectively supplement full-size catalog mailings, according to a recent story for multichannelmerchant.com. The 10-page mini catalog, which can mail at the cost of a standard automated letter without the hard-to-open wafer of a slim jim, is proving a cost-effective response earner. Success stories cited include Crestline, a custom promotional products firm, which went from mailing 68-page catalogs every other week to mailing full catalogs every third mailing with mini catalogs in between. The result was an increase in response rate of up to 10% in some customer segments, a 20% retention rise, and savings of one-third in postage and production, the article reports. Another new mini catalog fan is National Ropers Supply, retailing Western decor and lifestyle supplies, which switched from mailing five to six $1.50-each catalogs annually to mailing two full catalogs supplemented by mini catalogs with a cost of just $0.32 each -- for a cost-effective boost is both catalog and online sales. For more, see the story at http://multichannelmerchant.com/marketing/mini-catalogs-catching-on-as-economy-and-culture-change-24072013/
No comments:
Post a Comment