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MULTICHANNEL MERCHANT » ARCHIVES FOR JIM COOGAN
The Board of Governors of the USPS may vote this month on an exigent postage increase. See what the economic case for catalog mail needs to include.
Forget e-mail. Forget the Web. It
Are you prospecting for Web buyers and hoping to turn them into catalog buyers? Jim Coogan thinks this may be an exercise in futility.
The co-operative databases can help you cut the waste out of your circulation and offset the postage increase, and squeeze incremental profit dollars out of your circulation.
Here are some tips on how to use the co-ops to maximize the profit potential of your circulation
It’s no secret that catalogers have cut back on prospecting as a short-term answer to the May postal increase. But in the long-term, cutting back on prospecting will cut these merchants’ flow of new buyers, and cause their business to shrink.
When is it too late to contact your buyer and prospect files to maximize holiday sales? Thanks to the increased confidence consumers have in last-minute online shopping, you can go as close to Dec. 25 as you feel comfortable.
With the massive postage increase that took affect this past May, catalogers must decide where to cut their budgets to preserve profitability. Most catalogers contemplate cutting circulation, printing, paper, and postage. Jim Coogan offers advice that can keep you from cutting circulation.
Many business-to-consumer catalogers sell to companies as well. If your catalog is a hybrid that sells to both consumers and businesses, you should segment and flag the businesses on house file.
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