Four Last-minute Tactics to Increase Your Holiday Revenue

I’ll keep this column brief (I know you want this week to end. I can’t wait for the advanced stages of tryptophan sleepiness to set in after the turkey is done). Want to add some revenue before the end of the year? Try the following:

1. Add an extra mailing in before the end of the year. Try it this way: After your last mailing is complete, mail one more catalog just to your hotline buyers, those who just responded from your last mailings of the year. If it’s too late to get your printer involved, grab some of your bounce back and office copy catalogs and mail them. Even if you send them out first class, you should still get great response. I’ve done this before and it works.

2. Speaking of bounce backs, add a special offer to your outgoing packages beyond the traditional bounce back book. This gives your customers a compelling reason to make another purchase before the holidays. It’s especially persuasive if you can target your offer to people who are on the receiving end of gifts.

3. Extend the life of an existing catalog by sending a postcard special offer to your best buyers with a last-minute incentive. Try something like this: “Last minute shoppers save (a percentage)” or “Last minute offer! Get a Specially Priced (product here).” Postcards are quick, inexpensive and can drive both catalog and Web traffic.

4. Don’t forget e-mail. Deliver offers right up to the last possible date you can ship product for Christmas.

If you have any additional ideas for last minute marketing tactics, please share them with us by clicking on the link below.

I wish you a safe, happy and healthy Thanksgiving. Thanks for reading! Speak to you next Tuesday.

Jim Gilbert is president of Gilbert Direct Marketing and a professor of direct marketing at Miami International University of Art and Design. He can be reached at jimdirect@aol.com.