After the Hike: Mailing Strategies

We’ve tried different coated papers and have had good success with coated SCA to SCA-plus. If you have a very color-sensitive product I wouldn’t recommend it. We’re not that color-sensitive and are more worried about decreasing base weight.

We’re going out to prospects on lower-grade stock, and we put only our top-selling items in those catalogs. We’ve capitalized on our drive to the Web with smaller-page books that get rid of the fat.