With rising postal rates, higher production costs, and constant pressure to prove ROI, print mailings are getting more scrutiny than ever—arguably more than they deserve. The reality is that for many brands, print still plays a critical role in driving incremental demand… when it’s done right.
A comprehensive (or even high-level) marketing assessment of your print program can uncover real efficiencies and cost-saving opportunities—often without sacrificing performance. In fact, the biggest wins usually aren’t about cutting volume. They’re about mailing smarter.
- Find the Hidden Inefficiencies in Who You Mail
Over time, print strategies tend to pick up legacy rules, outdated assumptions, and a fair amount of “this is how we’ve always done it.” A marketing assessment brings a fresh, objective perspective to things like:
- Customer variables that move the needle. This means going beyond RFM alone and incorporating more predictive, incremental attributes that unlock better performance.
- Under-mailing inactive customers. When print is reduced or eliminated, these customers—who often don’t respond well to digital—can quietly disappear. Print is often the only thing that brings them back.
- Unclear prospecting strategies. Using too many prospecting sources or too many models within co-ops can inflate costs and dilute results.
- Prospect segments that no longer perform. Roughly 15–25% of the same prospect names can float to the top of models over and over. That’s not always bad, but over time, it can limit incremental growth.
- Lack of trade-area analysis. Not tracking performance inside vs. outside trade areas often leads to missed opportunities to fine-tune circulation volume and strategy.
- Optimize Page Count, Format, and Versions
Circulation isn’t the only thing driving print costs. Page count, trim size, paper, and versioning decisions all matter. A marketing assessment helps evaluate whether:
- Page counts are truly earning their keep
- Smaller formats could perform just as well at a lower cost
- Seasonal or creative cover versions are speaking effectively to different audiences
Many brands are surprised to learn they can reduce page counts or versions and still maintain response—often unlocking meaningful savings in both production and postage. The tradeoff, of course, is that a smaller piece has to work harder. That means being more intentional with merchandising, tighter with messaging, and smarter about which products, offers, and storytelling elements earn their space on the page.
- Focus on Contribution, Not Just Response
Response rate and demand are important, but they don’t tell the whole story. A smarter assessment looks at what really matters:
- Net contribution after marketing costs and cost of goods
- Incremental lift versus demand that would have happened anyway
- True cost per order and profit per dollar mailed
This approach helps ensure you’re investing in mailings that drive profit, not just activity.
- Improve Forecasting and Budget Confidence
When budgets tighten, leadership wants clarity, not guesswork. A marketing assessment provides:
- Clear rationale behind circulation decisions
- Data-backed “what if” scenarios for savings or revenue
- Better forecasting accuracy and accountability
Yes, print has real upfront costs. But no amount of lower-level digital campaigns can consistently replace the revenue lift that a well-run print program delivers.
- Build a Framework for Ongoing Optimization
Most importantly, a marketing assessment isn’t a one-and-done exercise. It creates a repeatable framework for continuous improvement, so your print strategy evolves with your customers, your business goals, and the market. At CohereOne, our experienced marketers who have years of client-side experience, know these nuances and follow where the data leads.
The Bottom Line
Print remains a powerful growth channel—but only when it’s managed with intention, discipline, and data. A marketing assessment helps uncover inefficiencies, eliminate unnecessary spending, and reinvest dollars where they drive the greatest return.
When every marketing dollar matters, the real question isn’t whether you can afford to assess your print program—it’s whether you can afford not to.
At CohereOne, we offer a one-time complimentary marketing assessment for any seasonal mailing. If you’re even a little curious about where efficiencies might be hiding, it’s worth a conversation.