Multichannel Marketing: Integrate E-mails With Catalog Mailings to Improve Results and Cut Circulation

So Petals tries to reduce catalog circulation in a way that makes sense. For instance, he knows that some of his customers prefer to buy online and will do so without receiving print catalogs in the mail. For these customers, he plans to establish an e-mail contact strategy that replaces regular catalog mailings. In that way, circulation is reduced without detriment to potential sales. Regardless of the contact method, Topping notes that Petals strategies “are always results-oriented, measuring variable cost/profit per new customer acquired and ROI through the use of lifetime value analysis.”