This might sound weird but there are huge movements to move away from printed materials with the biggest one being catalogs. Schools are having contest to see how many catalogs a class can unsubscribe from. Take a look at the video here. There are sites that make it easy for people to unsubscribe from company catalogs.
Direct mail postage costs are going up every year. The best way to combat this issue is to start a targeted email marketing program. For every person that comes over to email you eliminate them from the catalog list (you still might want to send one or two catalogs a year but not one a month).
Taking a look at the transactional data by customer allows us to create segmented customer lists based on their spend and value to the company. We use this plus lifestyle information to make anywhere from 3 to 40 different versions of your email with different images, copy and offers. We all know that the more relevant we can make our marketing message the more likely it is to result in a transaction.
Go green and promote the fact that your catalog customers can do their part for the environment by signing up for your email marketing program instead of receiving catalogs. If you have any questions or want help implementing a targeted marketing program feel free to contact Ontarget at info@ontargetinteractive.com.
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