How the Catalog Fits Into the USPS’ Future

1. Hit for the cycle. Remember the cycle of successful marketing, Mastervich said: engagement, relevance, personalization and precision.

* Engagement. Help your customers become interactive with you by allowing them to control the relationship. Determine “how they want to be communicated with,” Mastervich said. Increased frequency, both in the form of dual media (catalog and e-mail) and catalogs alone, yields significantly higher response rates, he pointed out.