1/14/2024 0 Comments Catalog mailing lists![]() Highlight your sale prices by showing the original price next to the reduced price of each product and call out special savings items with even larger images and colored prices. When creating a “Sale” catalog, follow your existing catalog design, and keep your product images as large as possible (tiny print images just don’t have any appeal). This style of catalog has a look, feel, and flow that is instantly welcoming to view and browse and has proven to be extremely successful for the brands reflecting this style. If you are aiming for a “Beautiful Editorial” feel from your catalog (like Pottery Barn and Williams Sonoma Home both do), create and design your catalog with big beautiful images on your pages (sometimes stretching across both pages) that show the products in their finished spaces, along with beautify written product descriptions extolling each unique and warming detail. This style of catalog benefits your customers by offering them more than just a product to buy, as it also provides them with a lifestyle to connect with their own needs. If you’re wanting a “Magazine” feel to your catalog (like Patagonia has successfully done for years), then you will want to add lifestyle pages and stories sprinkled throughout the catalog to define the “chapters” of your product lines. Your catalog should tell a story with its careful placement of products and how the pages “flow” from one to the next as your audience engages and turns each page to discover the next item. Take your time with the choices, and plan out the artistic representation of your brand’s catalog. Your catalog should be considered a salesperson for your business that will get “past the front door”, into your customers’ hands, and entice them on each of your products.Ĭonsidering all the choices that have to be made in designing your catalog, creative aesthetics, textile feel, and important catalog attributes can be the most debated and influential decision you make in the entire catalog process. Having a beautiful catalog that showcases your products, is a direct representation of your company brand, and is crucial to the success of your catalog getting noticed and opened. If you’re targeting a very specific geographical location, such as a store location or grand opening, then you can use a service from the United States Post Office called EDDM (Every Door Direct Mail), The EDDM Service lets you pick the actual postal carrier routes you want using their graphical mapping tool, to target the exact locations around and in your target area, and they will deliver to “every door” on every route you choose. If your catalog is targeted to a specific geographic location, then your list company/broker can create a list based on your specific location criteria including city, zip code, or community. If you’re using a list company/broker then you can create your data model with filters such as age, estimated income, marital status, gender, home value/new homeowners, presence of children, ethnicity, hobbies/interests, city, county, state and zip code. If your catalog is going to target new customers (commonly referred to as a “prospect list”), then you will need to obtain a list from a list company, list broker, or pick a geographic location to target. ![]() If your printer is also going to be handling the mailing along with the printing they can help you with the pre-sorting of your list, otherwise, the “mail house” you choose can help you with this task. Pre-sorting is a necessity, as it will save you money on your mailing costs. If your catalog is going to target your existing customers (commonly referred to as a “house list”), then you have a starting point mailing list, and you’ll next need to have it “pre-sorted” for postal delivery. Your mailing house should be able to provide data modeling to help you decide which of these three types of lists makes the most sense for your catalog. ![]() With an average response rate of 3.9%, catalog mailings do have higher conversion rates than standard pieces of direct mail, however, each of these types of lists will provide different cost and revenue opportunities. Depending on your budget or goals, one or a combination of these lists may be appropriate. There are three main types of lists that can be effective for direct mail catalogs, your existing customers, new customers, or specific geographic locations. A single catalog can cost as much as $2.00-$3.00 for each consumer you reach, so targeting the right audience is important to secure a successful return on investment.
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