Part one of this multipart series ran last week. Here’s the impact that sending a catalog to a lapsed customer can have on revenue: Best Customer Control spend per customer: $8.00 (blends conversion and order value) Test spend per customer: $8.50 Cost of mailing: $0.50 Return on ad spend (ROAS) of mail group: 17x Incremental revenue: $0.50 (breakeven) Lapsed Customer…
Paul Welsh
You might think in this multichannel marketing world of increased personalization and automated response where consumers buy or pass in a split-second at a surging number of contact points, that the catalog is dead. You would be wrong. Times have changed, for sure, but the catalog has endured, often bringing in big numbers for mailers.…
