Don’t pull back too much or you’ll regret it

By Steven Lett

Before you convert, understand the catalog must be tabbed or wafer-sealed to qualify for the postal savings — i.e., the letter rate. Having to break that seal has been known to reduce response rates by 7 percent or more. If your catalog is full-size and you mail at the pound rate, you’d be better off reducing your head-to-foot trim size slightly.