2002 Catalogers of the Year

2. Thinking that response rates of only 1 to 10 percent warrant opening the champagne bottle. “People are turned off by the catalog glut. They call it junk mail! When that many catalogs are thrown out, it’s bad for business and bad for the environment—and as catalogers, we’re paying for all of that waste.” Targeting catalogs correctly with the right products to the right customer at the right time should reverse traditional response rates—and more importantly, earn each customer’s loyalty, says Helford.