Strategy: The Best Mailing Practice for Web-Only Buyers
Don’t assume they’ll toss out print catalogs; the opposite may be true
Much can be learned about the differences between Web-only and catalog buyers. The secret is to know the differences in buying patterns between the two groups. Then establish a contact strategy to maximize your results cost effectively.
Stephen R. Lett is president of Lett Direct, a catalog consultancy specializing in circ planning, forecasting and analysis. Reach him at (302) 539-7257 or steve@lettdirect.com.
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