Internet Marketing Playbook,The Catalogers' Encyclopedia

Review of 2017 for Catalogers

February 13, 2018 • by Stephen Lett

For the more mature catalog companies with a modest digital marketing program, approximately 86% of their sales matched to a print catalog. The remaining 14% were generated from digital marketing programs and did not match to a catalog. Mature catalog companies with a more robust digital marketing program matched 52% to the catalog; 48% to […]

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February 12, 2018 • by Stephen Lett

It pains me to see catalog companies making bad decisions (with good intentions) that can be self-destructive to their business. I know these decisions are being made for all the right reasons; mainly to reduce expenses and to save money. The actions taken are most often the opposite of what should be done for the […]

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QR Codes: More Than Just a Link to Your Homepage Make Them Work for You!

February 2, 2018 • by Jen Keller

Quick Response (QR) Codes have been in use since the early 2000’s.  You have most likely seen them on virtually everything, from magazine ads, cereal boxes and menus to billboards, fliers, business cards and catalogs.  Some might think the time has passed for putting these codes on direct marketing pieces, but marketers can still benefit […]

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February 1, 2018 • by Stephen Lett

  Unfortunately, paper prices will be increasing with all new and existing orders with confirmed delivery dates of March 1, 2018 or later. The increase is slightly over 5% on average. On January 30, Verso Corporation was the first to announce an increase. This price hike impacts all coated papers. All other mills are expected […]

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ACMA Exclusive Postal Review Proposal Webinar

January 9, 2018 • by Paula Jeske

The ACMA (American Catalog Mailers Association) is your best resource to learn, participate and FIGHT BACK!! The ACMA has a concrete plan and works the system tirelessly on our industry’s behalf. To better understand what the Postal Review Proposal means to you and what can be done about it, sign up now for an exclusive, […]

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January 5, 2018 • by Stephen Lett

The recent Postal Regulatory Commission (PRC) proposal leaves catalogers and the ACMA in the fight of its life. The PRC is the federal regulator that oversees the U.S. Postal Service (USPS). It has given the USPS approval to speed up rate increases over the next five years. This is a very serious situation. Due to […]

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All About Catalogs: The Evolution and Importance

October 30, 2017 • by Jen Keller

If you’re a millennial or even perhaps a Generation Xer you probably don’t remember the Sears, Roebuck and Co. catalog (a catalog of just about everything, the Amazon of its day). Hammacher Schlemmer is the oldest still operating mail order business after being found in 1848, however the first catalog didn’t go out until 1881. The […]

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Customer Service…Back to the Basics

October 18, 2017 • by Stephen Lett

I continue to be amazed by the lack of customer service in this country. I am talking about genuine customer service with live, real-time people who resolve the customer’s problem unconditionally. Companies talk about providing customer service but they often fall short of the consumer’s expectations. The resolution is a compromise and not necessarily what […]

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Alternatives to Full-Sized Catalogs

September 13, 2017 • by Bonnie Parkos

With the resurgence of catalogs, it’s always at the forefront of our minds how to stay relevant. Ecommerce only retailers are finding that web acquisition channels are not as fruitful as they once were, so they are expanding their repertoire to the direct mail market, and it’s working well for them. On the other hand […]

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What is Really Important to the Consumer?

September 12, 2017 • by Stephen Lett

When it comes to capturing the attention of the consumer, what’s really important? Is it the weight of the paper, trim size of the catalog, design or layout of the catalog, the copy, etc.? While all of that is significant, most important to the consumer is the merchandise offering. Consumers want unique merchandise. That’s what […]

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