Strategy: Sharpen Your Circulation Skills

2. Know Your Market’s Demographics

Many a circulation professional has been challenged to select lists that, for example, either appeal to a younger or more upscale audience, while the catalog’s target demographic traditionally has been older and lower-income consumers. Obviously, your current catalog won’t necessarily appeal to customers you might like to add to your housefile — those in a different age or income bracket. The lists you choose don’t determine to whom your catalog appeals — rather, the merchandise and offer are what matter. Therefore, if your merchandise offer isn’t targeted to younger and/or upscale consumers, mailing to lists that contain names of younger or upscale prospects will result in poor list performance.