Print Plus : Mine Web-Generated Catalog Requests With Extreme Care
Why make valuable prospects wait and eventually forget about you?
June 2009 By Stephen R. LettFulfillment Specialists
Some companies use local lettershops to fulfill catalog requests. But it's better to use vendors specializing in catalog requests because they can offer the following services:
- process inquiry files each day, regardless of the number of records;
- commingle your catalogs with thousands of others, then truck the sorted and bundled catalogs to USPS bulk mail centers to achieve greater deliverability and faster in-home delivery;
- are strategically located to provide the shortest distance between their facilities and prospects throughout the U.S.; and
- provide sophisticated management of your data files with specialized reporting in order to monitor trends and plan circulation.
Finally, monitor your in-home operations or outsourced vendors to ensure they're performing as expected. Use a third-party decoy service to test delivery and quality of catalog preparation. Don't rely on one or two requests to the home or the office of friends.
Stephen R. Lett is president of the catalog consulting firm Lett Direct (steve@lettdirect.com).
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