For example, let’s assume that your total cost (including the cost of rented names) per catalog in the mail is $0.60. This is the amount you will save on every catalog you don’t mail.
Trimming your catalog size will not decrease your postage costs (if you are mailing at the piece rate) and will have minor effects on your printing cost for manufacturing. Although you may save slightly on the cost of paper, the total savings generated by reducing page count will be minimal. However, the impact on sales and cash flow could be substantial.
- Companies:
- Lett Direct Inc.
Steve Lett graduated from Indiana University in 1970 and immediately began his 50-year career in Direct Marketing; mainly catalogs.
Steve spent the first 25 years of his career in executive level positions at both consumer and business-to-business companies. The next 25 years have been with Lett Direct, Inc., the company Steve founded in early 1995. Lett Direct, Inc., is a catalog and internet consulting firm specializing in circulation planning, plan execution, analysis and digital marketing (Google Premier Partner).
Steve has served on the Ethics Committee of the Direct Marketing Association (DMA) and on a number of company boards, both public and private. He served on the Board of the ACMA.  He has been the subject of two Harvard Business School case studies. He is the author of a book, Strategic Catalog Marketing. Steve is a past Chairman of both the Catalog Council and Business Mail Council of the DMA. He spent a few years teaching Direct Marketing at Indiana University in Bloomington, Indiana.
You can contact Steve at stevelett@lettdirect.com.