Netting New Names in Lean Times
Three catalogers share opinions on prospecting strategies
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3. Using e-mail.
Brown: Hate it. Useless. I don’t believe you can convert an e-mail buyer to a catalog buyer unless you give away the store. They expect free shipping and outrageous deals, and the conversion level is awful. Maybe to a younger audience this can work, but most older customers are set in their ways.
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