The Economic Case Against an Exigent Postage Increase
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.
Jim Coogan
The Hot New Medium: Postcards
Forget e-mail. Forget the Web. It
Don’t Try To Convert Web Buyers
Are you prospecting for Web buyers and hoping to turn them into catalog buyers? Jim Coogan thinks this may be an exercise in futility.
Using Your Co-ops to Maximize Profit Potential
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
Alternatives To The Prospecting Death Spiral
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.
December: Not Too Late To Contact Buyer File
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.
Should You Cut Circulation or Printing Paper and Postage?
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.
Find and Flag the Business Buyers in Your House File
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.