Grow Sales and Your Bottom Line

As you can see, the key "problem" groups included first-time buyers, inactive buyers, low average order value (AOV) buyers, gift recipients and catalog requesters. Each of these customer segments got a special message and offer to motivate them to a desired action.

Measure results: With a control offer from the regular catalog (and no offer), determine if the special wrap, message and offer are beating the control and paying for the additional cost of the outsert or wrap. Proper customer data segmentation and insert coding are important if you want to see decent measurements.