Pointers From the Pros: Printers Offer Their Tips for Mailing Smarter

4. Refine prospecting. “Be conscious of prospecting,” Landis advises. “Keep going down further to zero in on someone who’s more likely to order.”

5. Use smaller books for prospecting. Instead of mailing a 32-page book to everybody, send a 16-page to some and a 48-pager to others,” recommends Bruce Jensen, vice president of the catalog and magazine group at Transcontinental Printing