How to Make Promotional Offers Work

There’s no real call to action, since offers (e.g., free shipping) become run of the mill. Buyers are smart. Your housefile and prospects know there will be another offer again soon, so they may wait to buy.

Making an offer — such as $20 off an order of $50 or more to your best customers during your best season — most likely will increase your revenue per catalog. But there’s a trade off. It can cheapen your catalog and give away profits by more than the resulting increase in revenue and gross margin. For example, customers who normally spend more than $100 per order actually may lower their spending to hit the $50 minimum.