Lillian Vernon’s mail order business has grown from a black-and-white space ad to nine catalogs

By Alicia Orr , Editor In Chief and Catalog Success

In terms of mailing its customer file, Vernon says, “Our best customers receive the heaviest volume of catalog mailings.” These buyers also tend to get the widest variety of catalogs, as the marketing department will send different specialty catalogs to buyers who seem like a good fit based on database modeling.