How to use personalisation to improve your catalogue’s ROI

Online shopping is on the up but many purchasing decisions are still made offline as consumers browse through printed catalogues. Mel Henson, owner of catalogue copywriting company Words That Sell, sheds light on how to create catalogue mailings that get up close and personal with consumers.

Drawing on industry examples, she shows how to personalise catalogues to create maximum impact. From that all-important sales letter to data mining and digital printing, she delves into the art of creating customised communications, based on known facts about customers and prospects and their assumed or established preferences.