Letter-Rate Catalogs

By Scott Reed

Takeaway Tips for Catalog Marketers

Analyze your data and match up appropriate products with your audience. Make it simple for them to buy from you.
Design letter-rate books to be promotional in nature, with a sense of urgency or exclusivity and value. Make them irresistible to consumers.
Avoid tab closures if you can produce a flap closure that meets postal requirements. Make them easy to open for all.

Scott Reed is vice president, catalog sales, of Vertis Communications, a Baltimore-based provider of targeted advertising and marketing solutions to retail and consumer services companies. Reach Scott at sreed@vertisinc.com.