Nobody likes to fail. But when it comes to direct-mail efforts, lessons that arise from stunning failures often can lead to stunning success

By Margaret Battistelli Gardner

But when the mail was presented to the USPS, we were told that it could not be mailed at First Class presort rates. Instead, the mail would be treated as Priority Mail and handled as such — with a cost of more than $3 a piece to mail, which would have resulted in postage costs of more than $1.5 million!