Who Needs Print, You Say?

Just as management suspected, the test group did order, yielding a 0.5 percent response rate. Not bad.

But the group that received catalogs delivered five times the response rate of the nonmailed group. “But wait,” you say, “catalogs also cost a lot. Which delivered more profit?”

The mailed group delivered nearly five times the profit of the nonmailed group. The group’s catalog delivered a great return on investment. Your catalog is probably delivering a solid ROI, too, even though 75 percent of its sales arrive via the Web.