Silver for Seventh, too
The cover story in the May issue of Multichannel Merchant celebrates the “then and now” of some catalogers, while the Backword page mentions several mailers celebrating 25 years in business in 2008. I humbly submit that we at Seventh Avenue celebrate our 25th anniversary this fall. We congratulate and share our best wishes to all of these retailers, and to MCM, on reaching this great milestone in a challenging arena. Here’s to 25 more (at least)!
brand manager, Seventh Avenue
To print or not to print
Now doesn’t sound like a good time to launch a print catalog. (Our thinking was to use the catalog primarily to find new prospects for our Website. But with printing and postage costs, spending $1 per catalog to do that is not cost-effective.) Yet with the effects of spam and the lack of good e-mail lists, e-mail doesn’t seem like a good way to prospect for new customers either.
So where does that leave small companies like ours? I receive four different catalog/DR publications, and I can’t think of any articles I’ve read that discuss alternative methods of prospecting for new Web customers:
- Is anyone finding postcards effective at driving Web traffic?
- Minicatalogs sent in utility bills?
- Banner ads have never worked for me.
- Display ads designed to direct traffic to a Website with a coupon haven’t worked for me in 11 years of trying.
- Do other online retailers have privacy policies that allow them to sell their lists, or trade in a co-op?
Maybe this is an idea for a future piece in your magazine. Readers need to hear what’s working and what isn’t.
vice president, Made In New Mexico
Editor’s Note: Two recent articles that may help: “And now for something different,” March issue, and “Going Solo: Postcards and Solo Mailings,” June 2007 issue.
Sorry, wrong e-mail
We get a lot of e-mail that’s evidently meant for other companies — namely the merchants we write about. Here’s just a sampling of the strange e-mail requests that have made their way to our inbox.
Is there any way you can e-mail me a flier from December 2007 which has the price of T-posts advertised in the Garden City, Kansas store? I just need the page where the posts are advertised.
I would very much appreciate it if you would please put a couple of family members on your mailing list. I’m sure that my young nieces would love to get it. Thank you so much.