Shape-Shifters Beware!

Catalogers should conduct extensive tests to determine the impact on response and sales. While some mailers have had great success with letter-size designs, companies considering a move in this direction should proceed carefully and look at all potential impacts.

Kathy J. Siviter is president of Postal Consulting Services, a postal issues consulting firm. She formerly served with the USPS and the Association for Postal Commerce and has 11 years experience in all areas of postal operations. Reach her at (703) 237-1740 or kathys@postalconsulting.com.