Over the last several years, we’ve seen catalogs come and go. And we’ve seen many retailers jump into the game, spend a LOT of money (we’re talking tens of millions of dollars) and then abandon the model after a couple of seasons. This literally breaks my heart and makes me want to scream! Why does this happen? Here is my very quick opinion. These brands have a combination of the following: 1. A flawed merchandise concept that is not unique, delivered with out-of-date benefits or sent to an audience the brand knows nothing about. 2. Bad math that doesn’t take into account mail efficiencies, an understanding of their own database, mailing to bad names at the wrong time or how the catalog model fits into a cross-channel world. 3. A lack of understanding of how to create a landscape of words and imagery that truly sell off the page and drive activity to either a website or store. learn more at: https://www.jschmid.com/blog/5-reasons-catalogs-work/
Direct mail is experiencing a long overdue resurgence for retailers, hastened by the pandemic. Increasingly crowded ads on social media and Google, full email inboxes, SMS dings all day long … while the much-maligned mailbox remained emptier as credit card offers dwindled and in-store postcard coupons were recycled.
It’s not surprising that many e-commerce brands decided to communicate in a new “old” way and test direct mail. We had the pleasure of assisting several launches in 2020 — some planned before the lockdowns, others as a new COVID strategy.
Two of the biggest surprises for folks new to mail are:
- the amount of time it takes to properly put together an effective mailing; and
- how expensive mailing can be.
One of our print partners and I assisted a pure-play that mailed within three weeks of our first discussion … this is NOT typical and we don’t recommend it. Haste makes waste. A well-thought-out plan needs time and the proper foundation, and the first mailing should allow for the upfront prep in list analysis and preparation, along with creative. A tip for new mailers: most seasoned mailers have already booked press time for Q4 2021 by the end of Q1.
much more at: https://www.mytotalretail.com/post/catalog-costs-how-low-can-you-go/