A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

If you're like most catalogers, you're probably looking for cost-effective ways to combat the rise in postal rates. According to a survey conducted by Penton media, more than three-quarters (77%) of respondents are considering increasing their use of e-mail and one out of four catalog mailers are considering replacing some catalog mailings with postcards. If you're thinking about using postcards or solo mailers to enhance your catalog program, consider these tips:

• Feature one of your best-selling products when prospecting for new customers. Make the product a hero – supplementing it with customer testimonials and a desirable offer.
• Create a sense of urgency by including a deadline for response.
• Don't try to cram too much information onto the postcard or mailer – instead direct them to a specialized landing page where you can provide more details, track results and encourage immediate purchase.
• Solo mailers can be an effective customer acquisition tool, so be sure to include a catalog request form on the landing page.
• Given the cost effectiveness of digital printing, test personalization (e.g. name, offer, etc.) to increase response rate.
• From past research that Ovation has done, we know that many customers tend to shop with a catalog in hand – e-mail and postcards can't take its place. Therefore, you must continuously test to find the optimal mix and frequency of mailings (catalogs vs. postcards/mailers vs. emails).
• Don't overlook mini catalogs as they too can be another cost-effective tool to stay top-of-mind with customers or to prospect for new customers.