October 23, 2007

Using E-Mail For Sale And Clearance

When business misses expectations, catalogers have long enjoyed printing additional "clearance" catalogs ... 48 or 72 or 96 page offerings with significantly marked-down merchandise.

For instance, if business is missing expectations by 15%, a clearance catalog will quickly make up much of the business shortfall.

So here's a question for my loyal e-mail marketers. If you don't have access to print advertising, and your business is missing expectations by 15% (across all of your product lines), how would you use e-mail to make up the kind of volume that a 72 page catalog, with 420 items, typically moves?