Sales Topper or Door Stopper

8. Qualify the customer. A big book’s production and mailing are expensive. Should every customer from the past three years get the catalog? Ask your circulation expert to examine break-even analysis.

Your big book’s marketing campaign — which may include other, fewer-page catalogs, solo direct mail pieces and/or online marketing plans — may work well when you display a cover shot of the big book combined with an offer. For example: “Order from this catalog and become eligible to receive our 700-page catalog.”