Stay in Contact
Opt-in e-mail newsletters can help keep product offerings and your catalog brand in front of customers. Here’s how to set up your program.
• Publish regularly. “A predictable publication frequency that’s not too aggressive usually is best,” Nielsen advises. “A regular publication schedule lets users know when to look for the e-newsletter and reduces the probability it will be deleted.”
A good frequency plan for a cataloger might be once per month on average. One idea successfully employed at various catalog companies is to send an e-mailed newsletter just prior to a catalog drop. In your e-mail, include descriptions and commentary about your new merchandise and links to those product pages on your Web site.
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