Mailing & Fulfillment — Maximizing Postal Discounts

Considering all of these issues, it would seem obvious, at the basic level, that printers should be seated at the table with designers and marketers from the word go. Jim Andersen, president and CEO of Chanhassen, MN-based IWCO Direct, feels it is imperative to have printers in on the concept/design phase of a project to ensure the mailpiece is automation compatible and, when possible, letter-sized. Likewise, it’s critical to test whether designs that don’t maximize postal discounts provide an offsetting lift in response rates to drive a positive return on investment.