By now, you've already read this article about paper prices going up (thanks DMNews) ... couple that with postage increases next year, and one might ask themselves a perfectly reasonable question?
What the heck are we doing?
In the article, one business leader mentioned that 10% of her sales revenue goes to postage expense.
Think about that for a moment.
What could we do with 10% of sales, year after year after year, how might we better reallocate that expense? Or even half of that expense?
This year, my phone has been ringing off the hook with requests for Multichannel Forensics projects, in anticipation of paper and postage increases. Some projects illustrate that, yes, you have to put paper in the mail to generate sales ... in fact, some projects suggest you need to mail more catalogs than ever (that's an interesting message to deliver to a CEO). More than half of the projects indicate that more than half of your sales happen without needing to put paper in the mail.
Take control of your profit and loss statement! Contact me for your own Multichannel Forensics analysis ... I'm taking requests for mid-October and early November projects as we speak. You will get your results in time to take action before the big postage increases happen next year.
Here's something I see all the time. 2017 New Items. 4 Winners. 12 Contenders. 403 Others. Total Demand = $15,000,0000. 2...
RFM is great for targeting one catalog to one customer. However, RFM is tough to manage in a multichannel environment. This becomes clear ...
If you don't like geeky math, please skip this post, because I am about to show you how the sausage is made! I have eight variables in...
Remember our e-commerce customer from yesterday ... 50% organic, 50% catalog driven? We mail a catalog, and the $3.00 matchback outcome is ...