Strategy: The Best Mailing Practice for Web-Only Buyers
Don’t assume they’ll toss out print catalogs; the opposite may be true
Please take a look at the chart accompanying this article. It clearly documents the revenue per catalog (RPC) for Web-only buyers before and after a matchback. The RPC before matchback is extremely low. The conclusion might be to not mail these customers. But wait a minute — the results (in this chart’s scenario) after the matchback are much different.
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