Print catalogs are far from outdated. They are powerful tools that guide shoppers from flipping through pages at home to buying online. Catalogs spark interest, help customers consider their options and build brand recognition that makes your digital ads and emails work harder. Research supports this. Harvard Business Review reports catalog response has increased steadily since the mid-2000s, proving catalogs are stronger than ever in a digital-first world.
Why Print Catalogs Still Drive Digital Sales
Catalogs capture attention in a way that many digital ads cannot. JICMAIL, which measures household engagement with mail, found in Q4 2024 that catalogs hold attention longer and often lead to purchases. Six percent of mail directly led to a purchase during that period, which is impressive compared to many digital channels.
Catalogs do not just drive in-store sales. In the 2023 holiday season, JICMAIL reported that mail drove web visits with a conversion rate of about 40 percent, and more than half of those purchases happened online. A well-designed catalog can become a direct entry point to your e-commerce site.
Plan Your Audience And Circulation Like a Performance Marketer
Start with your customer data. Look at recency and purchase value, then divide your audience into three groups: best buyers, loyal shoppers and prospects who share similarities with your customers. Send your best buyers a larger catalog that highlights your full assortment. Share a smaller catalog with loyal customers that features top categories. For prospects, send a version that introduces your brand and includes entry offers.
Maximize your budget by using available postal discounts. The USPS Catalog Insights Promotion offers a 10 percent postage discount through June 30, 2026 for eligible catalog mailings, plus extra savings for Informed Delivery and sustainable practices. Plan your mailings so they qualify and get approved in the Promotions Portal.
Design for Scanning and Digital Handoffs
Design your catalog with the shopper’s journey in mind. Start with a seasonal theme, then organize content into clear sections. Give each spread a hero product, supporting items and a call to action. Make navigation easy by repeating your website structure, QR codes and URLs so shoppers can easily move from catalog to site.
QR codes are key. Pair them with a clear offer or benefit, and make sure they lead to the exact products shown on the page. Use tracking tools like UTM parameters so you know which catalog pages are performing best. For shoppers who prefer typing, create short, memorable URLs. If a page shows multiple items, link the QR code to a curated landing page that mirrors the print layout.
You can even reach shoppers before the catalog arrives. USPS Informed Delivery lets you add a clickable image and link in a daily email to over 70 million subscribers. With open rates above 58 percent, your catalog cover can start driving clicks the day it hits mailboxes.
Build Frictionless Paths From Page to Purchase
Make sure every catalog link leads to a fast, relevant landing page. Highlight in-stock items, suggested add-ons and products that naturally go together. For configurable products, pre-select common options to save clicks.
On mobile, keep QR landing pages simple and fast-loading. Put the most important information at the top and offer checkout shortcuts. Use filters that mirror the catalog layout so shoppers can quickly find what they saw in print. A smooth path helps turn catalog inspiration into online sales.
Example 1: The New-Arrival Mini
A fashion retailer mails a 28-page mini catalog to 200,000 past buyers. Each trend page includes a QR code that links to a dynamic collection with in-stock sizes and a limited-time offer. Even if your site conversion rate is lower than the 40 percent JICMAIL reported, catalog-driven visits tend to perform well because customers arrive with intent to shop.
Example 2: The Guided Edit For Big-Ticket
A home furnishings brand sends a 64-page catalog filled with inspiration for mid-funnel shoppers. QR codes take readers to bundled room sets and AR tools. Informed Delivery sends the catalog cover to inboxes on delivery day, generating clicks and building excitement.
Measure What Matters and Prove ROI
Use three main ways to measure catalog success:
- Direct attribution: Track QR scans, vanity URLs and offers with UTM codes to see what pages and audiences respond best.
- Matchback analysis: Match orders from 30 to 60 days after mailing back to your list to see how much lift the catalog provided.
- Holdout tests: Withhold a small group from mailing (about 5 to 10 percent) to measure true incrementality.
To improve ROI, focus on stronger landing pages, add Informed Delivery for extra clicks and be strategic about who you mail to. Harvard Business Review reported that one e-commerce brand saw double-digit sales lifts when catalogs were added to their email program, proving catalogs deliver strong ROI.
Produce Smart to Maximize Yield and Speed
Pick the right printing method. Offset printing is best for longer runs that need consistent color and quality. Digital printing works well for shorter runs, personalization and quick changes. Many brands use a mix of both to get the best results.
Optimize for efficiency. Choose trim sizes and page counts that reduce paper waste and mailing costs. For smaller catalogs, saddle stitching works best. For larger catalogs, perfect binding allows for a more elevated and professional-looking spine. If your quantities allow, use co-mail pools to lower postage.
Protect print quality. Calibrate presses to G7 standards for consistent color. Choose paper that fits your brand. Glossy stocks make images pop, while matte or dull finishes work well for premium or text-heavy layouts. Keep QR codes and key copy in safe areas so trimming does not cut into them.
Mail with accuracy. Clean your list using CASS and NCOA to ensure deliverability. Remove duplicates and segment by audience. Time deliveries to align with promotions and inventory. Always register for USPS promotions to capture discounts like the 10 percent Catalog Insights savings.
A Quick Pilot Plan You Can Run Next Quarter
- Choose one high-margin category and define three customer groups.
- Create two catalog versions: a full version for best buyers and a smaller version for prospects.
- Set up tracking. Build one landing page per spread, tag QR codes and prepare dashboards.
- Register the catalog with USPS for discounts and add Informed Delivery ride-alongs.
- Mail your catalogs and monitor Informed Delivery engagement and sales data for 60 days.
- Scale up the winning strategies for your seasonal program using offset or digital printing.
Partner With a Catalog Specialist
A successful catalog program requires the right mix of data, design, production and mailing expertise. Walsworth has deep experience producing catalogs that drive e-commerce sales. We can guide you on format, paper and versioning choices to get the best ROI. If you are ready to launch or expand your catalog program, our team is here to help you design a plan that works – just get in touch with us today to learn more.
* This article was developed with assistance from OpenAI’s GPT 5 Pro Deep Research large language AI model.
