A CEO’s Guide To Modern Catalog Circulation, Part 2 of 3

Here are tips on how to contact these very audiences in 2008 and beyond. (For part 1, see A CEO’s Guide to Modern Catalog Circulation, Part 1 of 3.)

1. The online-only audience is a tough nut to crack. Some order because catalogs were mailed to them. But plenty of others order from online advertising, natural and paid search, e-mail marketing, shopping-comparison marketing, affiliate marketing or blogs, and/or any combination thereof. If a catalog keycode is attached to orders, the segment is likely to perform similar to the multichannel segment. If no catalog keycode is present, this audience may not seem responsive to catalogs at all. Yet, if you mail this type of customer repeatedly, you’ll find that a matchback analysis will always say the catalog is responsible for the order. The difference between mail and holdout test groups determine what’s really happening.