Sound Circulation Tactics for B-to-B Catalogers

In our example, wave 1 shows the number of catalogs mailed to one person; wave 2 shows the number going to two people at the same location, and so on. Such a report can be helpful when limiting the number of catalogs you send to a given location.

Company size certainly is a factor to consider. For example, when mailing to smaller companies, limit the number of catalogs you send, but when mailing to larger firms, the more books the merrier. Our rule of thumb: When mailing to your housefile, limit the number of books going to a particular firm based on recency of purchase. When mailing to prospects, limit the number of books based on the size of the business to which you're prospecting.