After the Hike: Mailing Strategies
Q: Are you planning to clean up your database for more accurate mailing?
A: CRM-land [customer relationship management] is a huge piece in saving costs. We’re in the middle of understanding our data more intelligently. If you can get a good understanding of who [your] customers are and who is not responding, then you can get rid of those who have limited to no activity—take them off the whole mailing list.
Q: What are the top tips you can offer your fellow catalogers that will help them reduce postal/
mailing costs and staff time?
A: First, consider co-mailing, especially with your own titles, to get a smaller mailing—say, 50,000 pieces—presorted on its own. This is likely to have no Carrier Route qualification. A larger mailing—say, 750,000 to 1.5 million—already has enough pieces to qualify for some Carrier Route qualification.
Drop shipping, or pool shipping, among several mailers can save an average of $7 to $10 per thousand.
A second tip: Internet e-mail marketing. We’ve had this in place, and it’s cost-efficient for us. We’ve increased our catalog circulation because it drives traffic to the Web.
Melissa Sepos, an editor at American Lawyer Media, is the former managing editor of Catalog Success magazine.