Riding the Paper Tiger
The print catalog isn’t dead, but planning mailing quantities and frequency is getting trickier every day
Get Smart
Despite these marketers’ bold plans, catalogers still must search harder than ever for ways to avoid mailing to people who have no interest in what they’re selling. “Segment your customers, and understand their buying behavior and how customers will or won’t shop in all channels, irrespective of the other channels,” advises John Lenser, president of the multichannel consulting firm LENSER.
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