5 Ways to Get Out of Direct Mail’s Catch-22
5. Finally, Stay “On Your Toes”
“In general, I think that increased production and postage costs keep mailers who are true direct marketers on their toes,” comments Friesen. So rather than jumping ship or focusing on cutting costs just to cut costs, she encourages mailers to use these challenges to make them mail smarter, look for ways to reduce wasted circulation (better targeting, cleaner lists), and keep testing and reading results.