Strategy: The Best Mailing Practice for Web-Only Buyers
Don’t assume they’ll toss out print catalogs; the opposite may be true
Conduct a Matchback
It’s easy to simply not mail Internet buyers as a way to save money by circulating fewer catalogs. Before you come to any conclusion regarding Internet buyers and whether they should or shouldn’t be mailed, have your service bureau do a matchback. To prove my point, I did the split and created a holdout panel. I found that it absolutely paid to mail catalogs to Internet buyers.
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