Here are six circulation tactics meant to help you attract a greater amount of qualified buyers for your business-to-business (b-to-b) catalog.

By Mindy Allen and Steve Trollinger

do something valuable with the results. Testing is an investment in learning that can provide incredible insight, but a plan must be in place for using the data — no matter what it tells you.

Know When Response Rates Aren’t Enough

Has this ever happened to you? You must cut circulation quantities to match the number of catalogs printed. Last summer, List A pulled a 2.5-percent response rate, and List B pulled a 3-percent rate. Your first instinct is to cut List A. But consider the costs involved in gaining that response. If List A costs only half as much, it may be the clear winner and shouldn’t be cut from the plan.