Prepare for the Upcoming Postage Rate Increase

7. Test for customers’ preferred methods of contact. For example, if a customer responds only to e-mails, decrease catalog mailings and replace those contacts with e-mails. Bear in mind, however, that since Web buyers often aren’t trackable through typical source-code tracking, they may look as if they’re not responding well to a mailing when in fact they are. So this method should be backed up by significant testing during the course of a year.
(Editor’s note: For more on matchbacks in a multichannel sales environment, see “How to Expertly Evaluate Your Campaign Results” in the December issue of Catalog Success.)