Letter-Rate Catalogs Are Right for Today

Post-mailing results illustrated an increase in response and overall ROI. More specifically, we conducted a product affinity analysis to determine the most popular products selling, then repositioned those items into the smaller format. The 12-page catalog achieved a 7.5 percent response rate — an increase of 6.3 percent from the 54-page catalog — and an overall increase in ROI of 31 percent. As a result, sales per catalog increased 3.5 times, in addition to the savings in cost from producing a 54-page catalog vs. a 12-page letter-rate sale book.