How to Profitably Use Mini Catalogs, Solos and Flyers

Mini Catalogs

In this case, “mini” doesn’t refer to dimension but to direction. The objective is to mail to a highly targeted group of customers a lower page count mail piece (generally eight, 12 or 16 pages) with a specific merchandise offering.

Using those parameters, this less-expensive mail piece is highly productive, because the targeted audience may yield a high response rate. For example, a spa-supply cataloger might try targeting spas and salons that made previous purchases of the merchant’s private-label products. The merchandise assortment in the mini catalog could, for example: