Why Print When It Is Online?
Send more direct mail to those who order a lot. Less to those in your second group and so on. It’s a matter of economics. Just consider the mailing rates for the Uline catalog: $2-$3 a piece, easily. It’s just common sense.
Which, in the case of Uline, makes me wonder if it is simply the matter of their Website not being large enough to hold all 30,000 products, with the excess spilling over into their print catalog.
It is part of your job to guide, care and protect your clients, and the best way to do so is by helping them increase their ROI. In cases like this, that means helping them be smart with their mailings. Size, frequency and effectiveness—which are all part of good customer service.
Sabine Lenz is the founder of PaperSpecs.com, the first online paper database and community specifically designed for paper specifiers.
Growing up in Germany, Sabine started her design career in Frankfurt, before moving to Australia and then the United States. She has worked on design projects ranging from corporate identities to major road shows and product launches. From start-ups to Fortune 500 companies, her list of clients included Oracle, Sun Microsystems, Deutsche Bank, IBM and KPMG.
Seeing designers struggle worldwide to stay current with new papers and paper trends inspired Sabine to create PaperSpecs, an independent and comprehensive Web-based paper database and weekly e-newsletter. She is also a speaker on paper issues and the paper industry. Some refer to her lovingly as the "paper queen" who combines her passion for this wonderful substrate called paper with a hands-on approach to sharing her knowledge.