Riding the Paper Tiger
The print catalog isn’t dead, but planning mailing quantities and frequency is getting trickier every day
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Joe Keenan
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For many mailers, this is an ongoing quest. “We’re continuously working to mail smarter,” says Charis Gaines, director of marketing, planning and analysis for Eckler Industries, a Corvette parts and accessories catalog. “We’re talking to customers as effectively as we can through a combination of our catalogs and e-mail programs.”
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