Formulating a B-to-B Catalog Mailing Plan, Part 1

5. Allocate your space wisely. Determine the total mailing cost per product of your active customers, Harding said. Require products to deliver 1.5 times their mailing cost in gross margin dollars (average should be 2.5-plus). Those below 1.5 have space reduced or get dropped from catalog. Conversely, increase space for strong products. Some techniques include double presentation, adding similar products, multiple photos (product in use, cut-aways), extra copy and comparison charts.