Catalog circulation post mortems allow top management to examine what went right and what went wrong with catalog campaigns so that you can improve future campaigns. Circulation drives your catalog, and preparing the post mortem is the responsibility of the circulation manager.
Here are the critical pieces of a circulation post mortem:
In recent years, an increasing number of direct marketers are turning to private prospect databases as a means to combat the external forces that spoil their customer acquisition efforts. For marketers who use direct mail to acquire customers, challenges include declining response rates, list fatigue, lack of new names, shortened campaign times, and the need for timely postcampaign metrics. Not too long in our past, we could have dialed up our modeling efforts, but even sophisticated modeling techniques have their limitations against these industry forces.