Strategy: It’s All About Co-Mailing
Why it’s more crucial than ever to do it, and all the things you should and shouldn’t do
If you don’t co-mail your catalog with other catalogs, you should. The savings can be significant, and the advantages far offset the disadvantages.
Stephen R. Lett is the president of Lett Direct, a catalog consulting firm specializing in circulation planning and forecasting. He can be reached at (302) 539-7257 or by e-mail at steve@lettdirect.com.
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