Asks to chronic non-responders fall on deaf ears. Here’s how to make the most of those names.

By Bob Blackstone

Replacement costs
If you are mailing oversized, glossy, eye-catching pieces, you need to make sure as many of those asks as possible are getting into the right hands. Even if they’re not the most award-winning pieces to leave the mail house, they still cost money, so look carefully at the economics and factor in the cost of replacement names.