How to Determine if Co-mailing is Right for You

Co-mailing with another, reputable cataloger can be a good thing to do. But evaluate your true potential savings, and consider the risks, too. As long as your printer can provide satisfactory answers to your questions, go for it. The savings from co-mailing really can add up.

Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in circulation planning, forecasting and analysis. He spent the first 25 years of his career with leading catalog companies. He can be reached at (302) 537-0375, or by e-mail via his Web site: www.lettdirect.com.