A Compendium of the Year’s Top Tips in Cataloging and E-commerce

By The Catalog Success Staff

—Paul Miller, Editor in Chief

Mailing & Marketing

Quick formula to improve prospecting results.
After a merge/purge, optimize rental singles (one-time buyers), and suppress the lowest-scoring 10 percent to 20 percent. Doing so should yield a 5 percent to 15 percent (or higher) lift in response. Mail a 5,000 to 10,000 back-test cell to monitor suppression results to measure the exact lift achieved.
—Stephen R. Lett, Lett Direct, Strategy column, “When Prospects Aren’t Buying,” February, Catalog Success