--- title: Nordstrom Cuts Direct Mail Program, Loses Sales description: Nordstrom cut its forecast for full-year sales and profit after reporting weaker-than-expected first-quarter results that were hurt, in part, by stopping its use of direct mail to promote its new loyalty program. image: https://info.llprinters.com/hubfs/Nordstrom.jpeg --- - - - - - - [![SocialMediaIcons-yelp](https://info.llprinters.com/hs-fs/hubfs/LLPrinters-Oct2018/Image/SocialMediaIcons-yelp.png?width=32&height=32&name=SocialMediaIcons-yelp.png)](http://www.yelp.com/biz/l-l-printers-san-diego) - [info@llprinters.com](mailto:%20info@llprinters.com) - Talk to a Printing Expert: 760.477.0321 All Other Inquiries: 760.438.3456 - [Request a Quote](https://llprinters.com/san-diego-request-quote/) [![LLPrinters](https://info.llprinters.com/hs-fs/hubfs/LLPrinters-Oct2018/Image/Header-logo.png?width=544&height=151&name=Header-logo.png "LLPrinters")](https://llprinters.com/) - [Home](https://llprinters.com/) - About - [San Diego Printing Company](https://llprinters.com/san-diego-printing-company/) - [Products](https://llprinters.com/san-diego-products/) - [Equipment List](https://llprinters.com/san-diego-equipment/) - [Management](https://llprinters.com/management/) - [Green Initiative](https://llprinters.com/san-diego-green-initiative/) - Capabilities - [Data Driven Printing](https://llprinters.com/data-driven-printing-sandiego/) - [Digital Printing](https://llprinters.com/digital-printing-sandiego/) - [Direct Mail](https://llprinters.com/direct-mail-sandiego/) - [Enrollment Kits](https://llprinters.com/enrollment-kits-sandiego/) - [Fulfillment Distribution](https://llprinters.com/san-diego-fulfillment-distribution/) - [Mailing Services](https://llprinters.com/san-diego-mailing-services/) - [Marketing Solutions](https://llprinters.com/san-diego-marketing-solutions/) - [Offset Printing](https://llprinters.com/san-diego-offset-printing/) - [Print On Demand](https://llprinters.com/san-diego-print-on-demand/) - [Storefront](https://llprinters.com/san-diego-storefront/) - Industries - [Automotive Printing – San Diego](https://llprinters.com/automotive-printing-san-diego/) - [Casino & Gaming Printing – San Diego](https://llprinters.com/casino-gaming-printing-san-diego/) - [Convention Printing – San Diego](https://llprinters.com/convention-printing-trade-shows-san-diego/) - [Financial Printing – San Diego](https://llprinters.com/financial-printing-san-diego/) - [Health Care Printing – San Diego](https://llprinters.com/health-care-printing-san-diego/) - [Political Campaign Printing – San Diego](https://llprinters.com/political-campaign-printing-san-diego/) - [Real Estate Printing – San Diego](https://llprinters.com/real-estate-printing-san-diego/) - [Restaurant Printing – San Diego](https://llprinters.com/restaurant-printing-san-diego/) - [Banners, Signs & Graphics](https://llprinters.com/banners-signs-graphics/) - [Best Banner Printing – San Diego](https://llprinters.com/banners-signs-graphics/best-banner-printing-san-diego/) - [Custom Sign Printing For San Diego](https://llprinters.com/custom-sign-printing-san-diego/) - [Custom Wall Murals – San Diego](https://llprinters.com/custom-wall-murals-san-diego/) - [Custom Backlit Sign Printing – San Diego](https://llprinters.com/custom-backlit-sign-printing-san-diego/) - [Step And Repeat Banners & Backdrops -San Diego](https://llprinters.com/san-diego-step-and-repeat-banners/) - [Dibond Signs – San Diego](https://llprinters.com/dibond-signs-san-diego/) - [Car and Vehicle Wraps – San Diego](https://llprinters.com/car-wraps-vehicle-san-diego/) - Resources - [Our Blog](https://info.llprinters.com/blog) - [Forms](https://llprinters.com/san-diego-forms/) - [File Transfer](https://files.llprinters.com/Login) - [Contact](https://llprinters.com/san-diego-locations/) - [Find Us](https://llprinters.com/san-diego-locations/) - [Request a Quote](https://llprinters.com/san-diego-request-quote/) - [Leave a Review](https://llprinters.com/leave-review/) - [We are social](https://llprinters.com/social/) ### Nordstrom Cuts Direct Mail Program, Loses Sales On Tuesday, Nordstrom cut its forecast for full-year sales and profit after reporting weaker-than-expected first-quarter results that were hurt, in part, by stopping its use of direct mail to promote its new loyalty program. According to [Yahoo Finance](https://finance.yahoo.com/news/nordstrom-first-quarter-results-disappoint-cuts-2019-forecast-204648122--finance.html), co-president Erik Nordstrom said on a post-earnings conference call that the company stopped sending rewards "notes" to its loyalty customers by mail in an attempt to get the program online and reach customers faster. That shift caused a reduction in foot traffic at all of its stores, Nordstom said, as many customers rely on receiving those rewards by mail. "We're making the changes we believe are necessary to drive our top line as we continue our aggressive focus on expenses," Erik Nordstrom said. The company also said trends from the fourth quarter continued into the first quarter and that it had to ramp up promotions in order to clear excess inventory from its winter collection. **Total Retail's Take:** It's rare that an executive says that cutting direct mail from a company's advertising budget can have such a negative impact on sales, but that's essentially what Erik Nordstrom said. We're not sure if Nordstrom will reinstate its direct mail program, but to me, it sounds like direct mail is having a "moment." Just this month, for example, Total Retail published several articles about how brands that use direct mail in a meaningful way can really connect with customers. In [one article](https://www.mytotalretail.com/article/david-vs-goliath-how-dtc-brands-can-defeat-omnichannel-giants/), Tommy DeLuca, vice president of sales at PebblePost, a digital-to-direct mail marketing platform, cited a [PebblePost study](https://www.businesswire.com/news/home/20190220005163/en/90-Purchase-Decisions-Discussions-Home-New-PebblePost) that found that 76 percent of shoppers discuss relevant mail from a brand or retailer they’ve purchased from in the past. The same study found that 61 percent of recipients consider direct mail influential in driving purchase decisions. Furthermore, I just received in the mail RH's 2,500-page catalog, or "Source Book," as the company calls it. Is direct mail seeing a resurgence? - [Tweet](https://twitter.com/share) ### Subscribe Here! ### Our Services [Digital Printing](https://llprinters.com/digital-printing-sandiego/) [Offset Printing](https://llprinters.com/san-diego-offset-printing/) [Fulfillment Distribution](https://llprinters.com/san-diego-fulfillment-distribution/) [Mailing Services](https://llprinters.com/san-diego-mailing-services/) [Marketing Solutions](https://llprinters.com/san-diego-marketing-solutions/) ### RECENT POSTS ### ARCHIVES - [March 2019 (6)](https://info.llprinters.com/blog/archive/2019/03) - [May 2020 (6)](https://info.llprinters.com/blog/archive/2020/05) - [January 2021 (6)](https://info.llprinters.com/blog/archive/2021/01) - [October 2021 (6)](https://info.llprinters.com/blog/archive/2021/10) - [July 2022 (6)](https://info.llprinters.com/blog/archive/2022/07) - [August 2020 (5)](https://info.llprinters.com/blog/archive/2020/08) - [October 2020 (5)](https://info.llprinters.com/blog/archive/2020/10) - [February 2021 (5)](https://info.llprinters.com/blog/archive/2021/02) - [June 2021 (5)](https://info.llprinters.com/blog/archive/2021/06) - [July 2021 (5)](https://info.llprinters.com/blog/archive/2021/07) - [February 2022 (5)](https://info.llprinters.com/blog/archive/2022/02) - [May 2022 (5)](https://info.llprinters.com/blog/archive/2022/05) - [October 2018 (4)](https://info.llprinters.com/blog/archive/2018/10) - [November 2018 (4)](https://info.llprinters.com/blog/archive/2018/11) - [December 2018 (4)](https://info.llprinters.com/blog/archive/2018/12) - [January 2019 (4)](https://info.llprinters.com/blog/archive/2019/01) - [April 2020 (4)](https://info.llprinters.com/blog/archive/2020/04) - [November 2020 (4)](https://info.llprinters.com/blog/archive/2020/11) - [September 2021 (4)](https://info.llprinters.com/blog/archive/2021/09) - [January 2022 (4)](https://info.llprinters.com/blog/archive/2022/01) ### CATEGORIES - [A little about L+L Printers (1)](https://info.llprinters.com/blog/tag/a-little-about-ll-printers) - [banknote (1)](https://info.llprinters.com/blog/tag/banknote) - [Bleeds (1)](https://info.llprinters.com/blog/tag/bleeds) - [branded calendars (1)](https://info.llprinters.com/blog/tag/branded-calendars) - [Branded giveaways (1)](https://info.llprinters.com/blog/tag/branded-giveaways) ### Meta - [Log in](https://llprinters.com/wp-login.php) - [Entries RSS](https://llprinters.com/feed/) - [Comments RSS](https://llprinters.com/comments/feed/) - [WordPress.org](https://wordpress.org/) ### GET SOCIAL [![Facebook](https://info.llprinters.com/hubfs/LLPrinters-Oct2018/Image/fb.png)](https://www.facebook.com/llprinters) [![Twitter](https://info.llprinters.com/hubfs/LLPrinters-Oct2018/Image/twitt.png)](https://twitter.com//llcompanies) [![LinkedIn](https://info.llprinters.com/hubfs/LLPrinters-Oct2018/Image/in.png)](http://www.linkedin.com/company/219897?trk=tyah&trkInfo=tas%3AL%2BL%20printers%2Cidx%3A1-1-1) [![Google Plus](https://info.llprinters.com/hubfs/LLPrinters-Oct2018/Image/L+LPrinters_Icons-02.png)](https://plus.google.com/115995570585841852848) [![Yelp Reviews](https://info.llprinters.com/hubfs/LLPrinters-Oct2018/Image/L+LPrinters_Icons-01.png)](http://www.yelp.com/biz/l-l-printers-san-diego) [![You Tube](https://info.llprinters.com/hubfs/LLPrinters-Oct2018/Image/LLPrinters_Icons-03.png)](http://www.youtube.com/channel/UC96LQrg8A9SAsRdNtJequkw) ### RECENT POSTS ### ARCHIVES - [March 2019 (6)](https://info.llprinters.com/blog/archive/2019/03) - [May 2020 (6)](https://info.llprinters.com/blog/archive/2020/05) - [January 2021 (6)](https://info.llprinters.com/blog/archive/2021/01) - [October 2021 (6)](https://info.llprinters.com/blog/archive/2021/10) - [July 2022 (6)](https://info.llprinters.com/blog/archive/2022/07) - [August 2020 (5)](https://info.llprinters.com/blog/archive/2020/08) - [October 2020 (5)](https://info.llprinters.com/blog/archive/2020/10) - [February 2021 (5)](https://info.llprinters.com/blog/archive/2021/02) - [June 2021 (5)](https://info.llprinters.com/blog/archive/2021/06) - [July 2021 (5)](https://info.llprinters.com/blog/archive/2021/07) - [February 2022 (5)](https://info.llprinters.com/blog/archive/2022/02) - [May 2022 (5)](https://info.llprinters.com/blog/archive/2022/05) - [October 2018 (4)](https://info.llprinters.com/blog/archive/2018/10) - [November 2018 (4)](https://info.llprinters.com/blog/archive/2018/11) - [December 2018 (4)](https://info.llprinters.com/blog/archive/2018/12) - [January 2019 (4)](https://info.llprinters.com/blog/archive/2019/01) - [April 2020 (4)](https://info.llprinters.com/blog/archive/2020/04) - [November 2020 (4)](https://info.llprinters.com/blog/archive/2020/11) - [September 2021 (4)](https://info.llprinters.com/blog/archive/2021/09) - [January 2022 (4)](https://info.llprinters.com/blog/archive/2022/01) ### CATEGORIES - [A little about L+L Printers (1)](https://info.llprinters.com/blog/tag/a-little-about-ll-printers) - [banknote (1)](https://info.llprinters.com/blog/tag/banknote) - [Bleeds (1)](https://info.llprinters.com/blog/tag/bleeds) - [branded calendars (1)](https://info.llprinters.com/blog/tag/branded-calendars) - [Branded giveaways (1)](https://info.llprinters.com/blog/tag/branded-giveaways) - [branded notepads (1)](https://info.llprinters.com/blog/tag/branded-notepads) - [Branded pens (1)](https://info.llprinters.com/blog/tag/branded-pens) - [business of print (3)](https://info.llprinters.com/blog/tag/business-of-print) - [canvas (1)](https://info.llprinters.com/blog/tag/canvas) - [Catalogs (1)](https://info.llprinters.com/blog/tag/catalogs) - [decor (1)](https://info.llprinters.com/blog/tag/decor) - [Digital Printing (2)](https://info.llprinters.com/blog/tag/digital-printing) - [Direct Mail (6)](https://info.llprinters.com/blog/tag/direct-mail) - [Display (2)](https://info.llprinters.com/blog/tag/display) - [environment (4)](https://info.llprinters.com/blog/tag/environment) - [frames (1)](https://info.llprinters.com/blog/tag/frames) - [green (3)](https://info.llprinters.com/blog/tag/green) - [History of L+L Printers (1)](https://info.llprinters.com/blog/tag/history-of-ll-printers) - [Holidays (1)](https://info.llprinters.com/blog/tag/holidays) - [HP (1)](https://info.llprinters.com/blog/tag/hp) - [Indigo (2)](https://info.llprinters.com/blog/tag/indigo) - [Info on L+L Printers (3)](https://info.llprinters.com/blog/tag/info-on-ll-printers) - [Ink (3)](https://info.llprinters.com/blog/tag/ink) - [interior design (2)](https://info.llprinters.com/blog/tag/interior-design) - [internships (1)](https://info.llprinters.com/blog/tag/internships) - [L+L Printers capabilities (4)](https://info.llprinters.com/blog/tag/ll-printers-capabilities) - [L+L Printers capabilitys (1)](https://info.llprinters.com/blog/tag/ll-printers-capabilitys) - [large format (2)](https://info.llprinters.com/blog/tag/large-format) - [Marketing (7)](https://info.llprinters.com/blog/tag/marketing) - [Marketing campaign (6)](https://info.llprinters.com/blog/tag/marketing-campaign) - [Packaging (2)](https://info.llprinters.com/blog/tag/packaging) - [Pantone (2)](https://info.llprinters.com/blog/tag/pantone) - [paper (2)](https://info.llprinters.com/blog/tag/paper) - [People love free things (1)](https://info.llprinters.com/blog/tag/people-love-free-things) - [Perfect Binding (1)](https://info.llprinters.com/blog/tag/perfect-binding) - [Personalization (2)](https://info.llprinters.com/blog/tag/personalization) - [Point of Sale (2)](https://info.llprinters.com/blog/tag/point-of-sale) - [POP (2)](https://info.llprinters.com/blog/tag/pop) - [Print advertising (3)](https://info.llprinters.com/blog/tag/print-advertising) - [Print and marketing (12)](https://info.llprinters.com/blog/tag/print-and-marketing) - [Print definitions (1)](https://info.llprinters.com/blog/tag/print-definitions) - [print is green (4)](https://info.llprinters.com/blog/tag/print-is-green) - [print technologies (1)](https://info.llprinters.com/blog/tag/print-technologies) - [printcess (2)](https://info.llprinters.com/blog/tag/printcess) - [recycling (2)](https://info.llprinters.com/blog/tag/recycling) - [Response (1)](https://info.llprinters.com/blog/tag/response) - [ROI (1)](https://info.llprinters.com/blog/tag/roi) - [Saddle stitching (1)](https://info.llprinters.com/blog/tag/saddle-stitching) - [Score (1)](https://info.llprinters.com/blog/tag/score) - [Short Run Printing (1)](https://info.llprinters.com/blog/tag/short-run-printing) - [Stock weight (2)](https://info.llprinters.com/blog/tag/stock-weight) - [targeted audience (4)](https://info.llprinters.com/blog/tag/targeted-audience) - [The peculiar language of print (1)](https://info.llprinters.com/blog/tag/the-peculiar-language-of-print) - [Tradeshow (3)](https://info.llprinters.com/blog/tag/tradeshow) - [Traps (1)](https://info.llprinters.com/blog/tag/traps) - [two sides (2)](https://info.llprinters.com/blog/tag/two-sides) - [Uncategorized (24)](https://info.llprinters.com/blog/tag/uncategorized) - [Variable Data (2)](https://info.llprinters.com/blog/tag/variable-data) - [YouTube (2)](https://info.llprinters.com/blog/tag/youtube) See all ### Meta - [Log in](https://llprinters.com/wp-login.php) - [Entries RSS](https://llprinters.com/feed/) - [Comments RSS](https://llprinters.com/comments/feed/) - [WordPress.org](https://wordpress.org/) ### Learn more [![Idealliance](https://info.llprinters.com/hubfs/LLPrinters-Oct2018/Image/g7.png)](http://www.idealliance.org/specifications/g7) [![ILuvTrees](https://info.llprinters.com/hubfs/LLPrinters-Oct2018/Image/ilt.png)](http://www.iluvtrees.org/) [![ASA](https://info.llprinters.com/hubfs/LLPrinters-Oct2018/Image/soy-copy.png)](http://soygrowers.com/news-media/soy-ink-seal/) [![Community Energy](https://info.llprinters.com/hubfs/LLPrinters-Oct2018/Image/wind.png)](http://www.communityenergyinc.com/) © 2018 L+L Companies. All Rights Reserved