When Will Response Rates Recover? Part 2

1. Read your numbers. Marketers have the benefit of an enormous stream of data telling them how they're doing. Look at response rates for each list and list segment, and build your mailings from the ground up using the response rates from your most recent mailings.

2. Take a hard look at your costs. Printers are openly acknowledging that paper and printing costs are ratchetting down hard as printers scramble to fill open press time. Capture paper savings by going back to your printer for fresh paper quotes on catalogs that haven't yet passed the last date to change for ordering paper.