Strategy: The Best Mailing Practice for Web-Only Buyers
Don’t assume they’ll toss out print catalogs; the opposite may be true
Some of these sales have been driven through e-mail campaigns (catalog mailings being the source of most of these e-mail addresses). But it would be a risk not to mail catalogs to these buyers, because the catalog is the biggest single driver of traffic to the Web.
Separate your Web-only buyers from catalog buyers. Then, segment your Web-only buyers by RFM, just like you segment and mail catalog buyers. Evaluate the results after a matchback, then make your mail vs. no mail decisions on a segment-by-segment basis — both catalog and Web-only buyers. You might find Web-only buyers don’t need to be mailed as often or as “deep.”
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