Send It Overseas!

• Order Forms: The best creative concept with impressive products mailed to the correct target group is worthless if you’re not offering the preferred and accepted payment option(s). A U.S. fashion cataloger failed when it launched its first German catalog, because it didn’t offer payment on open invoice. Most German mail-order clients use this method of payment, while payment by credit card accounts for only about 10 percent of mail-order purchases there. In subsequent mailings, the cataloger included the open invoice payment option and generated much higher response rates.