Strategy: The Best Mailing Practice for Web-Only Buyers
Don’t assume they’ll toss out print catalogs; the opposite may be true
I created two panels of roughly 25,000 each. One panel was mailed seven times, the other only once. The net contribution for the group mailed seven times was approximately 55 percent greater than the group mailed once. The additional mailing expense was more than justified.
The matchback helps us understand Web and catalog buyer results by showing that 50 percent to 75 percent of Internet results should be allocated to the housefile — our own customers.
Related Content
Comments
