Postal Matters: NEMOA Town Hall Meeting Brings Out Cost-saving Ideas, Old & New
10. But whatever you do, don’t cut circulation, Gaitskill said. “Although it may become an absolute raw necessity for all of us,” he noted, “you can’t put yourself in a position where it’s the death spiral, because you cut prospecting and reactivation.” Instead, he pointed out, look at your contact strategy. “If you have 27 contacts throughout the year, you may want to cut back to 26 rather than cutting each mailing.”
11. Finally, a jolt of quick, non-postal cost-cutting tips dispersed by various members of the meeting in attendance:
*find ways to cut merchandise costs
*eliminate order forms, especially in sale books
*test supercalendered paper, the results may surprise you
*find ways so that customers spend less time in print shopping for your products
*capture address correction requested information on new buyers.
- Companies:
- CMS Inc.
