The vice president of marketing for jewelrey and gits cataloger Ross-Simons talks about postal issues affecting the catalog industry, specifically, the future of slim-jim catalogs.
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A growing number of direct to customer merchants, including National Ropers Supply, April Cornell and Crestline, are finding that supplementing full-sized catalogs with mini catalogs can help them do business more cost effectively while improving key metrics such as response rate.
Everyone is talking about how to mail smarter. But no one seems to be talking about something just as important: Reallocating marketing expense from higher ad cost channels to lower ad cost channels as a way of improving ROI