Strategy: Cost-Cutting, Revenue-Building Checklists ’09
Don’t cut recklessly; it’ll cost you
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Pages are a good value. The cost to increase pages is approximately one-half the percent increase in the page count. Sales should increase by approximately one-half the percent increase in page count, i.e., an 8 percent increase in page count will equal a 4 percent sales gain.
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.
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