Latest / The DTC Marketing Podcast with Fexingo: Direct-to-Consumer Brands, Shopify, and E-Commerce Growth / How DTC Brands Are Using Print Catalogs to Drive Digital Sales
Transcript
- Lucas: So, Luna, I was going through my mail the other day — actual physical mail — and I found a catalog from a DTC brand I bought from once, like two years ago. And instead of tossing it, I found myself flipping through it. And then I did something I haven't done in years: I went to their website and bought something. Luna: You? The guy who says email is dead and TikTok is the only channel that matters? You bought something from a paper catalog? Lucas: I know, I know. But that experience got me thinking. Because in 2026, with ad costs climbing and privacy changes making tracking harder, a surprising number of DTC brands are rediscovering print — and not as a nostalgia play, but as a serious performance channel. So today, we're going to talk about why printed catalogs are making a comeback, how brands are using them to drive digital sales, and the numbers that actually make the case. Luna: And I have to admit, I was skeptical, but then I saw some of the data from brands like Chubbies and Sézane, and it's pretty compelling. Lucas: Before we dive into that, I want to take a quick second. If today's conversation actually helps you think about your own marketing — and I hope it does — the way we keep this podcast ad-free is through listener support. So if you find value in these episodes, you can support us at buy me a coffee dot com slash fexingo. It's a small gesture that keeps this going. Luna: Yeah, and we really appreciate it — it lets us keep doing deep dives like this without any sponsor pressure. Lucas: Alright, so back to print. The conventional wisdom has been that direct mail is dead, but the data tells a different story. The Data & Marketing Association found that the median response rate for direct mail is around nine percent for house lists, and even for prospect lists, it's around two point seven percent. Compare that to email, which is somewhere around one percent. So when a brand sends a catalog to someone who's already bought from them, the response is often higher. Luna: But response rate is one thing. What about cost per acquisition? Catalog printing and postage isn't cheap. Lucas: That's the key question. And the answer is that it depends on how you target. When a brand like Chubbies sends a catalog to its best customers — people who have bought in the last year and haven't churned — the cost per acquisition can actually be lower than paid social. I've seen brands report blended CAC from catalog drops that competes with Facebook, especially when you factor in the halo effect. Luna: What's the halo effect? Can you explain that? Lucas: So the halo effect is when a catalog not only drives sales directly from that specific mail drop, but also boosts performance on other channels. Someone gets the catalog, doesn't order, but then a week later they see a retargeting ad and they convert. Or they get an email and they finally engage. So when you measure the catalog in isolation, it might look like it's barely breaking even, but when you look at the lift across your whole marketing ecosystem, it can be very profitable. Luna: That makes sense. And I know a lot of DTC brands are using unique promo codes or QR codes to track that direct response, but how do you measure that halo effect? Lucas: It's tricky, but there are a few approaches. One is to use geo-based holdout testing — you pick certain ZIP codes or DMAs where you don't send the catalog, and you compare the digital performance in those areas versus the ones where you did send it. Another is to use customer lifetime value modeling, so you're not just looking at the first purchase, but the repeat purchases over a year or two. Some brands use matched-market testing to compare different regions. Luna: And I imagine the creative really matters. A catalog that just looks like a product sheet probably isn't going to work. Lucas: Exactly. The brands that are doing this well treat the catalog as a content piece, not just a sales piece. Sézane, the French fashion brand, does this beautifully. Their catalogs are almost like lookbooks — beautiful photography, stories about the artisans, and a curated feel. They're not trying to cram every product in; they're telling a brand story that makes you want to be a part of it. Luna: And Chubbies, the shorts company, they're known for their funny, irreverent voice. How does that translate to print? Lucas: They take the same voice and apply it to print. They'll have a spread with a guy in shorts doing something ridiculous, and the copy is full of inside jokes. It's not just a catalog — it's entertainment. And that's what makes people share it on Instagram or leave it on the coffee table. It becomes a brand touchpoint that builds affinity. Luna: I've also seen some brands use catalogs as a way to reach customers who abandoned their cart or haven't bought in a while. Is that a common strategy? Lucas: Definitely. One of the most effective uses is as a reactivation tool. You take your lapsed customers — people who haven't bought in 90 or 180 days — and you send them a targeted catalog. Because when you're trying to win back someone who's gone cold, a physical piece can cut through the digital noise in a way an email just can't. It's more tangible, more memorable. Luna: And I guess there's also the trust factor. With all the scams and phishing, people are more wary of clicking links in emails. But a physical piece from a brand they know feels safer. Lucas: That's a great point. Physical mail has a higher perceived credibility. When you get a catalog from a brand you've bought from, you know it's legitimate. That barrier to purchase is lower. And for DTC brands, which often lack that physical presence, a catalog can be a way to establish a more tangible brand identity. Luna: So what's the typical cost per catalog? I've heard numbers like fifty cents to a dollar or more, depending on the size and paper quality. Lucas: Right, for a smaller catalog, maybe 24 pages, you're looking at fifty to seventy cents per piece, including postage. Larger, high-end ones can cost two dollars or more. But if you're sending to a high-intent list, you don't need a massive response rate to make it work. Let's say you have a thousand customers, you send a catalog that costs a dollar per piece, so you're spending a thousand dollars. If you get a five percent response rate, that's fifty orders. If your average order value is a hundred dollars, that's five thousand in revenue — and that's a four-to-one return on ad spend, not even counting the halo effect. Luna: That's a solid return. But what about the environmental concerns? People are more conscious than ever about paper waste. Lucas: That's a valid concern, and brands are addressing it. Many are using recycled paper and soy-based inks, and they're being more thoughtful about sending to smaller, more targeted lists. Some brands even ask customers at checkout if they want to receive a catalog, so they're only sending to people who've opted in. That reduces waste and also increases response rates because it's a warmer audience. Luna: I've also heard of brands combining catalogs with a digital component, like a QR code that takes you to a personalized landing page. Is that common? Lucas: Yeah, integrating print with digital is the most effective way to do it. You have a QR code that leads to a tracked URL, and you can use it to attribute sales directly to that catalog. Some brands even have a unique URL per segment, like a specific page for customers who haven't bought in six months versus one for best customers. It gives you cleaner data and a more tailored experience. Luna: And what about using catalogs to drive loyalty? I know some brands include a special offer for existing customers, like free shipping or a small gift. Lucas: That's a common tactic. You want to reward your best customers and make them feel special. The catalog itself becomes part of the loyalty program. You might include a code for a discount on their next purchase, or you might give them early access to a new collection. It's another touchpoint to deepen the relationship. Luna: I’ve also seen some brands use catalogs as a way to gather zero-party data. Like, you have to scan a QR code and log in to your account to get the special offer, and that gives them insights into your preferences. Lucas: That's a smart approach. You're not just selling — you're learning. And with the deprecation of third-party cookies, having your own first-party data is more valuable than ever. A catalog can be a way to encourage customers to update their profiles or tell you what they're interested in. Luna: So for our listeners who are thinking about trying a catalog for their own DTC brand, what would be your advice on starting small? Lucas: Start with your house list, your existing customers, and segment it. Maybe start with your top ten percent of customers by lifetime value, or someone who hasn't purchased in 90 days. Keep the catalog lean — maybe 16 to 20 pages — and focus on your bestsellers and a few new products. Use a unique code or QR code, and set up proper tracking. Then run it for a few months and look at the incremental lift, not just the direct response. Luna: And how do you know if it's actually working? Are there any key metrics you should watch? Lucas: You want to look at the response rate, of course, and the average order value from catalog-driven orders, but also the repeat purchase rate of those customers. And the halo effect — you can look at whether organic traffic, email open rates, and paid social ROAS increase in the weeks after the catalog drop. It's about the long-term impact on customer lifetime value. Luna: And with the increasing cost of digital ads, do you think print is going to become a staple for DTC brands, or is it just a temporary trend? Lucas: I think it's going to be a permanent part of the mix for many brands. Not as a replacement for digital, but as a complement. The brands that are doing it well are seeing real ROI, and the consumer response is positive. As the digital landscape gets more crowded and expensive, we're going to see more brands using print to stand out and build deeper relationships. The key is to be strategic and use it intentionally, not just as a knee-jerk reaction. Luna: It's interesting — we're seeing a reversal of the traditional playbook. DTC brands used to be digital-first, but now some are using print as a way to strengthen the digital relationship. Lucas: Exactly. It's all about omnichannel marketing. The brands that win will be the ones that seamlessly blend online and offline experiences. A catalog is a tangible reminder of your brand, and it can drive people to your site in a way that feels personal. It's not about choosing print over digital — it's about using both together. Luna: And for our own audience, if you're listening and you've considered a catalog but thought it was too expensive or old-fashioned, maybe it's time to reconsider the math. Lucas: Yeah, do the math for your own numbers. Look at your top customer segment, estimate the cost, and think about the potential lifetime value. It might just surprise you.