Catalog Choice testing frequency preference

Share this content:

Mail preference service Catalog Choice is testing a new frequency option that would allow consumers to choose how many times per year they would like to receive a brand's catalog.

Catalog Choice worked with I-Centrix to build the program, which would integrate with catalogers' merge/purge process, said April Smith, a spokeswoman for Catalog Choice, in an interview at the New England Mail Order Association's (NEMOA) fall conference in Burlington, VT.

The program is currently being tested with retailers and will be introduced to consumers next month. Offering a frequency option for consumers “is clearly the direction the industry is headed,” Smith said, even if many catalogers can't execute on it right now.

Catalog Choice had a better reception from catalogers in Burlington than at NEMOA's spring conference, when many expressed anger over the organization's Catalog Choice's methods.

“When someone sends you a list of consumers that you have to stop mailing to, it gives you pause,” said Jim Feinson, president and CEO of America's Gardening Resource, parent company of Gardener's Supply, during a presentation on Thursday.

However, Catalog Choice is one of only two mail preference services accepted by Gardener's Supply. This is partially due to the support it has seen from consumers; about 1 million people have signed up for Catalog Choice. The other preference service Gardener's Supply accepts is the Direct Marketing Association's mail preference program.

Approximately 40,000 consumers have opted out of Gardener's Supply through Catalog Choice; many of them repeat buyers. However, after Gardener's Supply contacted them directly and informed them that the company has its own mail preference service, 25% stayed on, opting to receive the catalog just once or twice a year.

“We have not seen a degradation in [overall] response because of respecting the requests of consumers” who have opted out, Feinson said.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above