Some Not-So-Obvious Ways to Get Through the Tough Holiday Season Ahead

1. Don’t over-mail. Look at the percent of prospecting vs. mailings to your housefile. Also, re-evaluate the circulation falling below your incremental break-even point. Control the amount of marginal circulation. Be willing to give up some sales to help the bottom line.

2. Reduce ad costs to fit the increase in variable expenses. This represents a 25 percent to 50 percent reduction in circulation. Remove all remails; they’re marginal and not productive.