Some Not-So-Obvious Ways to Get Through the Tough Holiday Season Ahead
2. Reduce ad costs to fit the increase in variable expenses. This represents a 25 percent to 50 percent reduction in circulation. Remove all remails; they’re marginal and not productive.
3. Build customer loyalty. Extend recent customer offers in your outgoing packages and via e-mail to encourage re-buys.
4. Cut mailer penetration into big accounts. Instead of sending 12 mailers, consider sending 10 into one site. Then for the next mailing, cut two different names.
5. Add another e-mail in your plan and re-blast an existing e-mail to those who didn’t clickthrough previously. It’s quick to execute and it saves on creative costs.
6. For catalogs that aren’t promotionally driven, promotional offers that try to increase demand in the short term could have a negative impact on business going forward — for example, by bringing discount-oriented customers to your file or by reducing the perceived value of your products.
Instead, if you see soft results, tighten name selection, reduce circulation and push up dollars per book. Also look at inventory position on individual items when deciding on repeats for later catalogs.
Postage, Printing & Paper
1. Do more co-mailing. If you’re mailing at the pound rate, consider trim size and paper changes to reduce catalog weight. Mailing a slim-jim size saves postage currently, but watch out because the USPS is testing and may change the rules for slim jims soon.
2. Competitive bids: Don’t become complacent. Obtain competitive print bids at least once a year. Value-added considerations only go so far, and price is important.
3. It takes large quantities to co-mail in-line, however, off-line co-mailing is a good option for smaller mailers (200M and up).
4. Be conscious of the catalog maximum piece rate catalog requirement and mail at the postage piece rate if you can. Look at trim-size options and paper-weight options.