Strategy: The Best Mailing Practice for Web-Only Buyers
Don’t assume they’ll toss out print catalogs; the opposite may be true
Pay particular attention to the one-time Web-only buyers. Note the results of the two one-time Web-only buyer segments in the chart. Often, these buyer segments shop the Web to find particular items or gifts.
Circ planning is much more complicated today, and it’s much more difficult to trace results to a particular source code. It’s not like the old days when catalogs could trace 80 percent of their orders to a specific key code.
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