Strategy: Cost-Cutting, Revenue-Building Checklists ’09
2. Add a housefile drop. Reducing the number of drops means eliminating a mailing to the housefile — and that’s never good — so try adding an extra drop. The housefile is what generates income. It’s the lifeblood, and it’s difficult to overmail certain segments.
Obviously, not all segments should be mailed. Your RFM results will let you know how deep to mail. Leveraging your own database can have positive results.
3. E-mail append program. Append e-mail addresses to your customer file when the e-mail address is unknown. This costs about 20 cents per e-mail address delivered to you. It’s a cost-effective way to increase the number of e-mail addresses you market to regularly.
Stephen R. Lett is president of Lett Direct, a catalog consultancy specializing in circ planning, forecasting and analysis. Reach him at (302) 539-7257 or firstname.lastname@example.org.