Co-mailing (also known as co-mingling) is the process of combining different catalog titles from different catalog companies into one mail stream to generate more carrier route discount mail. On the surface, co-mailing sounds like a great idea. Why would any cataloger be opposed to co-mailing if it resulted in a greater postage discount? However, co-mailing can be challenging. Five Requirements 1. All of the catalogs in the co-mailing must be the exact same trim size. 2. The ink-jet areas must be the same on both the order form/page and on the back cover. 3. All of the participating catalogs must have page counts
Shipping
Itโs likely weโll see a 5.4 percent increase in postal expenses in 2006. To us mailers, the meaning is simple: 5.4 percent less contribution to overhead and profits. Weโll need to rethink list and circulation strategies to keep some of our marginal lists within our allowable metrics. Therefore, weโll either have to: ยฅ scrap the mailing lists that arenโt performing within allowable metrics; ยฅ review customer lifetime value and allow for a longer payback process (the time it takes to recoup the investment into acquiring a new customer), and a deeper loss per customer acquired; or ยฅ reduce catalog expenses to an amount commensurate to the postal
Problem: Multititle cataloger Shindigz/Stumps wanted to reduce overall transportation expenses, while retaining flexibility in its product shipping options offered to customers. Solution: The multichannel merchant put its parcel shipping business up for bid. Results: A switch in carriers enabled Shindigz/Stumps to reduce its overall transportation costs by 27 percent. Brad Grimsley knew he needed to make some changes. The vice president of service and fulfillment at Shindigz/Stumps, a South Whitley, Ind.-based party and prom supplies merchant, says he noticed soon after arriving at the company in 2003 that he had an opportunity to reduce shipping expenses. Meanwhile, the companyโs overall order volume
Rex Ciavola, senior vice president of marketing operations at Office Depot and Viking Office Products, doesnโt let minor setbacks like postage and paper hikes dampen his spirit. Rather, he sets out to find other ways to attain the Utopian, โbetter, faster, cheaperโ way to print. Ciavola oversees the A-to-Zs of both of the organizationsโ marketing initiatives, including all retail advertising, direct mail, inserts and catalogs. He leads a collaborative, global marketing and production organization that includes the Office Depot team in Delray Beach, Fla.; the Viking team in Torrance, Calif.; and teams based in Europe and Japan. The combined organizations have internal staffs that
Since the beginning of the calendar year often is the start of a budget year, Iโll discuss some ways to save your company money and improve your bottom line in 2005. Hopefully youโre finishing a great holiday season, and instead of needing these savings to make ends meet, you can use them to increase circulation or catalog page count for next holiday season. In addition, these ideas may help you offset the impending postage increase. (For more, see this monthโs column by my colleague, Stephen Lett, page 39.) Here, Iโve listed the ideas in order of potential magnitude, with the last ones
Next year, postage rates are expected to increase from 13 percent to 20 percent. This will be the first increase since mid-2002. Itโs important to spend the next 12 months preparing to absorb an increase of this magnitude. Donโt wait until the increase is in effect before deciding what to do. Now is the time to begin making adjustments. Following are 10 cost-savings tactics to try. Action Steps 1. Look at your catalog trim size. If yours is a pound-rate catalog (i.e., weighs 3.3 ounces or more), a slight reduction in your bookโs physical trim size will reduce your postage (and paper) costs.
Postage rates are expected to increase from 13 percent to 20 percent in 2006, marking the first increase since mid-2002. Itโs important to spend the next 12 months preparing to absorb this increase. Donโt wait until the increase is in effect before deciding what to do. Now is the time to begin making adjustments. Often catalogers make cuts in the wrong places. Their intentions are good, but the actions taken arenโt always the best in the long run. Here are two actions not to take when preparing for the postage increase. 1. Donโt stop mailing to Web-only buyers. When you look at your source code report, it
How long does it actually take to produce a catalog? The answer depends on if youโre trying to do it the textbook way or the other way โฆ March 20th. The phone rings. New cataloger: โHi, I just printed my first catalog, so now I need some lists. Can you get me some lists so I can mail my catalog by the end of this month?โ โYou want to be in the mail in 10 days, and youโre starting the list process now?โ โYou bet. I wanted to leave you plenty of time.โ Producing a catalog basically is a two-part process,
Productivity is alive and well and residing in โ of all places โ the U.S. Postal Service (USPS). In fact, according to Richard Strasser, CFO at USPS, 2004 marks the fifth consecutive year of increased productivity at the agency. Now I know the USPS is not the most popular government agency among those in the direct marketing world. And heaven knows, the USPS certainly did burn bridges in past years by deciding to raise rates in swift succession โ hitting catalogers and direct mailers particularly hard. But Iโll give credit (albeit grudgingly) when itโs due. Listen to these statistics, as recently
This article will define RFID technology and offer examples of how it could help improve your distribution center operations. RFID uses radio waves to automatically identify physical items in varying proximity to readers that can uniquely identify them. The identification process entails the following: - the RF antenna broadcasts a signal; - the tag enters the RF field; - the RF signal powers the tag; - the tag transmits data to the reader; and - the reader interacts directly with the supply chain execution system. By now, no doubt, youโve heard that Wal-Mart is requiring its top 100 suppliers to