Understanding Postal: Spare Your Bottom-line

What You Can Do

That completes the understanding phase of this little exercise. Now, here’s what should you do.

• Unless your catalog already is the size of a letter, determine whether it’s feasible to trim it down to letter size. If you can get it down to 6-1/4 inches by 11-1/2 inches by 3/4 inches, if it weighs no more the 3.3 ounces, and if you can tab the pages, you should be able to qualify your catalog for letter-mail automation rates. Test, however, to ensure that reconfiguring your catalog doesn’t negatively affect response.