Our annual compilation of the year’s best tactics and tips in the catalog/multichannel business

SUSTAINABILITY AND THE ENVIRONMENT

48. Offer partial opt-outs.
A challenge to all catalogers: Make a clear offer in your catalog and in any e-mail you send to customers that empowers them to choose how often they’d like to receive your print catalogs or e-mails. By treating opt-out as an all-or-nothing proposition, you’re not only losing a lot of business, you’re also not helping your cause against the radical environmentalists trying to scapegoat this industry.
Paul Miller, Catalog Success
The Editor’s Take column, “Act, React and Stand Up,”
June, Catalog Success