Riding the Paper Tiger
The print catalog isn’t dead, but planning mailing quantities and frequency is getting trickier every day
When More is More
In Soft Surroundings’ case, while shifting from four to eight catalog drops this year, it cut the page count per book, reducing postage costs. The additional mailings enabled the cataloger to offer more relevant and timely goods for its customers, says Jason Woodle, the company’s general counsel and director of operations. And the shift allows for more prospecting and increased sales.
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