Tips to Combat Rising International Postal Rates
Domestic mailers are not suffering rising postal costs alone--the cost to mail internationally also has risen. However, mailing fewer catalogs and doing so less frequently is not the only way to curtail expenditures. John Michell of Johnson and Hayward shares a few tips on how U.S. catalogers mailing overseas can cut costs.
* Use polywrap instead of envelopes to enclose your catalog. This will reduce the weight of a mail piece.
* Mail two catalogs at the same time. This will certainly work if you have two related books, such as a clothing catalog and a home accessories catalog. Since you pay postage based on weight, mailing compatible books at the same time can reduce some of your lettershop costs, such as addressing and enclosing.
* Use a postcard requalification mailing sent via a First Class service so you receive notification of undeliverable addresses to help clean a file. Make certain that address changes and corrections that come back are updated in the master database. Although this is standard procedure for domestic list management, it does not always occur with foreign address records and it is possible that postage dollars are wasted on non-deliverable items.