Six Circulation Tactics to Try

Too often, catalogers get so focused on response rates they forget about contribution to overhead and profit. Sure, response rates are important, especially when acquiring new customers, but it’s critical that you stay focused on your catalog’s bottom line.

Now Build the Plan

Developing a contact strategy for marketing to customers and prospects provides a blueprint for who you’ll mail or contact, how and when. Whether built for a quarterly or an annual period, a defined contact strategy forces you to identify your segments, define your plan, and set forth a program for customer communications and prospecting campaigns. Make the plan global (e.g., e-mail campaigns, telemarketing efforts, trade shows, postcard and catalog mailings). Take it a step further by forecasting performance of each effort to look at anticipated new-customer acquisitions, sales and so on.