Don’t Take This Year’s Postal Increase Lightly

Among other nontraditional ways catalogers can clear budget room for the postal increase, the DMA’s Cerasale advises them to consider offering customers mail-receipt options. “If a customer only shops during the holiday season,” he says, “that customer might want the option of receiving catalogs only during that season.” Acting upon such a request would “make the customer happier,” he points out, while reducing mailing costs.