Mail Dates vs. In-home Dates

Some catalogers prefer mailings that are based on in-home dates, while others use mail dates. There appears to be some confusion about which strategy to employ and why. Compounding this dilemma is the fact that some catalogers tend to use the terms “in-home dates” and “mail dates” interchangeably. But significant differences exist between the two.

This month I’ll explore the pros and cons of each. I’ll also try to provide guidance regarding which mailing strategy is right for your catalog-distribution plan.

Terms Defined

Mail dates are defined as the day the mailing is to begin. The mailing generally takes place during a five-day period (if in a mail pool drop-ship program) beginning on the specified date.

An in-home date occurs when most of the catalogs being mailed hit in-home within a three-day window. Your printer will stagger the distribution by day so that about 90 percent of the total mailing reaches all customers and prospects within three days of one another. For example, a customer in California will get a catalog within three days of someone in New York.

When in-home dates are used, the printer determines the actual release date of the mail. But when mail dates are used, the cataloger specifies the dates.

Whichever method you prefer (in-home vs. mail dates), consistently use one method or the other.

Distribution Plans

Next, I’ll review how a printer’s mail-distribution plan works when mail dates and in-home dates are used.

When mail dates are used: Take the example of a Maine-based catalog printer that may begin its pool shipments on a Monday and run through Friday or Saturday of that week. So catalogs may leave for Boston on Monday but trucks don’t depart for California until Friday, which means catalogs ultimately would be delivered during a longer period of time. The Boston and California mail probably would arrive in-home about 10 days apart.

When in-home dates are used: In this case, the printer would start on a Friday and send mail to the West Coast first. For example, if the printer was working with an in-home date range of Nov. 4 to Nov. 6, it would begin on Friday, Oct. 24, and mail throughout the following week. Catalogs bound for Boston, for example, would be released on Friday, Oct. 31, so the West Coast and East Coast mail would get in-home at about the same time. This is how the printer attempts to “hit” the in-home window requested by its catalog client.

The most significant difference between mail and in-home dates is the pace of the order volume that results from each. When in-home dates are used, the order curve peaks sharply and generally dies off more rapidly, while catalog drops using mail dates tend to make for a flatter order curve. There’s still an order peak, of course, but it’s not as pronounced, and the order line is longer compared to a time when in-home dates are used.

Why This Matters

Your decision to use either mail dates or in-home dates impacts your call center’s volume. Using mail dates tends to spread the orders and call volume over a longer period of time, making your call center volume easier to manage and helping you to reduce labor costs.

But when an order curve is more pronounced — as when you’re using in-home dates — additional staffers are needed during a shorter time period to handle the volume of in-coming calls. Also, call volume tends to decrease at a faster rate, which means that at some point you could be in an over-staffed position (unless you mail more frequently, as discussed later).

In the graph “Typical Order Curves,” I’ve plotted the order curve for a mailer using in-home dates against a cataloger using mail dates. Note the differences in the curve and the peak day for each.

Take-away Tips

Following are some important points to remember when deciding whether to use either mail dates or in-home dates:

> When mail dates are used, catalogs will be delivered during a 10-day period. This tends to spread the orders and call volume over a longer period of time, thus potentially making your call center’s volume easier to manage.

> Using mail dates may be a better way to go if your merchandising offer is not time-sensitive and exact in-home dates aren’t critical.

> When in-home dates are used, most catalogs mailed will arrive (90 percent of the time) in-home within a three-day window, regardless of location. Your call center may need additional labor to handle the rush of incoming calls.

> If you mail at least once per month, using in-home dates can help maintain proper spacing between drops.

> Stay consistent. Don’t switch back and forth between mailing methods.

Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in marketing, circulation planning, forecasting and analysis. He can be reached at (302) 541-0608 or by e-mail at steve@lettdirect.com.