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Catalogs will play a big role in eBay’s direct marketing this year as the Internet merchant takes a more formalized approach to this still-young portion of its business for the first time.
EBay has tested more than 20 standalone DM programs with varying results in the past few years including coupons, freestanding inserts, invitations to online and offline events and an inbound call center to help sellers, in addition to catalogs.

“This year for the first time we are looking at creating a 12-month plan and a long-term plan for the catalogs,” Shawn Mielke, eBay senior director of on-site and direct marketing, said last week during a session at the Annual Conference for Catalog, Internet and Multichannel Merchants here. The company will take a more strategic approach to other direct mail efforts as well.

More competition online is one reason for the new focus.

“We’ve got to be out in front of customers,” he said. “This is why offline has been an important addition.”

Also contributing are declining open rates on e-mail and increasing opt-out rates. Mr. Mielke said eBay is spoofed so often in e-mails that the company can send an e-mail with a $25 coupon and many people won’t believe it’s real.

Posted: 05|15|06 at 7:43 am. Filed under: Auction News.