Preparing for the 2006 Postage Increase? Here are Two Missteps to Avoid

Often catalogers make cuts in the wrong places. Their intentions are good, but the actions taken aren’t always the best in the long run. Here are two actions not to take when preparing for the postage increase.

1. Don’t stop mailing to Web-only buyers.
When you look at your source code report, it may appear that results from Web-only buyers fall considerably below breakeven. Even the results from the most recent Web buyers may not look too exciting. It’s logical to conclude, then, that you should stop mailing such buyers to save money. But in recent matchback studies, Web-only buyers are performing at more than acceptable levels.