Effective Customer-contact Strategies

Catalogers often ask if the 5 percent of customers who purchased in the past are ready to buy again so soon. Rather, that additional contact really should be geared to the 95 percent of people who didn’t purchase the last time.

How to Contact

Next consider what kind of vehicle to use to contact customers and prospects. As a cataloger, you have numerous ways to make contact with customers: a post card, mini-catalog, direct mail package, outbound phone call or outbound e-mail, and myriad other methods. All of these, especially low-cost e-mail marketing, should be planned into your overlap of contact strategies.