After the Hike: Mailing Strategies

Q: How does your versioning affect your ability to decrease postal costs?
A: As part of our merge/purge, our mail is sorted to give us the most efficient postal rate. The printer mingles the mail with other mailers’ to ensure we get the best price and delivery.

Q: Has RFM (recency, frequency monetary) value or CRM (customer relationship management) become more important in deciding to whom to mail?
A: In the near future, we’ll be able to improve our ability to eliminate non-productive names and perhaps deliver a smaller-size book to targeted customers.