6 Ways to Survive High Postage Costs
2. Test More Packages
Another strategy involves changing the type of direct mail packages that are sent. Certain types of mail—such as mail pieces sent at the flat rate—have seen higher-than-normal increases recently.
Boardroom, for example, regularly uses magalogs and tabloid-sized packages to promote its books and newsletters to prospects and customers. But, since these mailings are sent at the flat rate, and thus more expensive, the firm began testing bookalogs instead. Bookalogs are sent at the less-expensive letter rate; other types of packages that can be sent at the letter rate are #10 envelopes or postcards. Boardroom recently tested bookalogs that have become controls for several of their book mailings. "In many cases, our bookalog tests have been very successful," revealed Shankewitz.