Here's the analysis for catalogers to review page and item profitability. What do you do with the calculation of profitability? I push for a few simple business rules: If the item or page is unprofitable, why continue it? If an item or page is profitable, why take it out of the catalog? Keep the profitable items and drop the unprofitable items. The page count decision should be governed by the numbers. Here are some top-line recommendations: More items per page? Putting more items on a page almost always makes sense...
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Cover Story : Top 50 Mailers
From Target Marketing
Welcome to the brand new list of Target Marketing's Top 50 Mailers. For the first time, we are relying exclusively on data from our partner Who's Mailing What! in compiling this list, as well as the other lists in this article, combined with list management information provided by SRDS. Who's Mailing What! has compiled the most complete library of direct mail and email in the world, and has tracked mail for more than 25 years. Earlier this year, it relaunched on a state-of-the-art, fully searchable platform.
Spotlight on the Top 10 Mailers of 2013
September 1, 2013
From Home Page
With the help of Who's Mailing What! (WMW), we decided to take a closer look at the top 10 out of the Top 50 Mailers of 2013, which makes up Target Marketing
's annual September cover story. In particular, one standout mailing campaign from each (although that's a challenge with catalogs, but we did our best!).