Why Print When It Is Online?

I really like going to my mailbox. With less and less mail being sent, I like reaching in to find out who still cares enough to mail something my way.

Don’t get me wrong, there is the odd “seriously” moment, such as when Valpak sends me yet another one of their envelopes. I have yet to open one (sorry Valpak). But these are minor disruptions in my “mail moment” as the USPS loves to call it.

Last week, I had to heave a five-plus pound Uline catalog out of my mail box—628 pages offering thousands of enticing packaging, shipping, janitorial and other products. If memory serves, they send me a new edition at least once a year.

Thanks guys, but to my recollection I never have (and never will) order from you. I have no idea how I even got on your mailing list, or whom you are buying your lists from, but I am not your ideal customer. Not by a long shot.

The law of economics
While we all have heard of the legendary Sears catalog of days too far back to remember, most companies have changed their tactics. Less pages, smaller in size, but greater frequency. They know that print still entices people to shop, be it online or over the phone.

And this is perfectly fine. I like getting my Title Nine catalogs and Nordstrom magazines: 20-40 pages, easy browsing and recycling. But here is the difference: I actually shop at those stores.

The old adage still applies: It is easier to get an existing customer to buy than to convert a new one. Following this rule, you should check your mailing lists (or help your clients to do so).

Based on ordering history, divide the clients into groups: those who order a lot, less frequently, hardly ever, and me (the ones who have never ever ordered from you, even after five or more door-stopping catalogs).

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.