Alternate Media-Other Catalogers Use?and Why (1,957 words)

E-mail

Great for product and list testing, e-mail is also cheap for frequent use—which keeps you in the customer's thoughts.

It works especially well for limited-time offers.

Thaddeus Wawro, copy director at Olson Kotowski and Co., who also participated in the catalog-conference presentation, offers this tip for making e-mail work for catalogers: Use proven direct mail teaser copy in the subject line and incorporate editorial copy in text or HTML e-mails to distance yourself from spam. Including editorial copy may even get readers to forward your e-mails, he notes.