Fold it Up?

Facts Don’t Lie
I first explored this topic in a Catalog Success column back in 2001. I reviewed 150 catalogs at random. I found that 43 percent of them printed the order form on one or two pages in the catalog instead of using a separate bind-in order form with envelope.

Because so many B-to-B catalogs don’t use bind-in order forms, I eliminated these catalogs from my survey. In doing so, I found that one-third of consumer catalogs were printing the order form on a page in the catalog and not using a separate bind-in order form.