Movies Unlimited continually reaps the benefits of sound marketing and fulfillment basics.

By Lisa Yorgey Lester

Throughout the year it also mails specialty catalogs that highlight specific promotions. These digest-sized catalogs also are mailed to segments of its housefile based on recency or a combination of recency and dollar volume.

Its prospecting vehicle is its 160-page, 8˝ x 10˝ Movies for Movie Lovers catalog mailed throughout the year to rented lists. Last year, it pulled a yearly response rate of 2.6 percent, excluding orders driven from the print catalog to the Web, which are not tracked.