Postal Matters: NEMOA Town Hall Meeting Brings Out Cost-saving Ideas, Old & New

9. If you’re going to reduce your page count to cut your catalog’s weight (and, subsequently, reduce your postage), “truly understand your merchandise mix and performance so you’re not making poor decisions,” cautioned Mike Talbott, vice president, business development for CMS Direct.

10. But whatever you do, don’t cut circulation, Gaitskill said. “Although it may become an absolute raw necessity for all of us,” he noted, “you can’t put yourself in a position where it’s the death spiral, because you cut prospecting and reactivation.” Instead, he pointed out, look at your contact strategy. “If you have 27 contacts throughout the year, you may want to cut back to 26 rather than cutting each mailing.”