B-to-B Cataloger Goes Digital

Make It Known
The most important factor with a digital catalog is that you make it known to your customers that this option is available to them, White said. The Council for Economic Education does this in three ways:

1. Includes a link for the digital catalog in its e-mail marketing campaigns. The company bookends the in-home dates of the print catalog — which mails twice a year — with e-mails notifying customers that they'll be receiving the catalog in the mail, while also allowing them to preview it by clicking on the digital catalog's link.
2. Includes a link to the digital catalog in any follow-up e-mails with customers, such as catalog requests.
3. Mentions the digital catalog in the print catalog.

“Any place that you can promote the digital catalog — follow-up e-mails, conferences — take advantage of it,” White said.