After the Hike: Mailing Strategies

We aren’t cutting circulation as much as reallocating. We’re moving from worst- to better-performing names. We’re optimizing the housefile better and prospecting better.

To make the book more efficient, look at paper weight and quantities. We have tested [taking] out the order form. We started by testing out the envelope, and then we tested out of the order form. Now it’s simply a page in the catalog. In the test, we found that it was just a repository of ordering information.