This article is an updated version of this blog post: https://dingley.com/co-mailing-when-to-ask-for-a-mail-analysis/
Each year, USPS postage rates continue to climb, making cost efficiency more crucial than ever for mail-order catalogers. If you’re not taking full advantage of co-mailing, you might be leaving money on the table. But how do you ensure your printer is offering the maximum possible savings?
What Is Co-Mailing and Why Does It Matter?
Co-mailing is the process of bundling multiple catalog titles into a single mail stream before distribution—earning postal discounts and improving delivery efficiency. By consolidating mail, catalogers benefit from lower postage rates, faster delivery times, and reduced wear-and-tear on mailed materials.
Even catalogers with smaller circulations can leverage co-mailing to piggyback on larger mailings, helping them stay competitive with major brands while maximizing return on investment (ROI).
Types of Co-Mailing: Which One Is Right for You?
Offline Co-Mailing – Catalogs are presorted after binding, fed into a large co-mail machine, inkjetted, and bundled by carrier route zip code. This method is useful for mailers with smaller circulations that benefit from joining larger pools.
Inline Co-Mailing– Performed directly on the stitching line, where catalogs are inkjetted and bundled together in real time. This method works well for long-run catalogers with fewer partners but large co-mail volumes.
How to Ensure You’re Getting the Best Postage Savings
Knowing how much you could be saving versus what you’re actually saving is critical. Here are key strategies to help you maximize your postage discounts:
Scrutinize Your Savings Breakdown
Printers present savings differently—sometimes in ways that appear more competitive than they really are. Rather than just focusing on advertised discounts, pay attention to your actual costs after fees like co-mail charges, freight, and handling.
Understand Your Printer’s Pricing Model
Printers typically structure co-mail savings in one of three ways:
- Guaranteed Savings – Fixed savings regardless of mail volume.
- Fee-Based Savings – Discounts applied after deducting service fees.
- 50/50 Splits – Shared discounts between printer and customer.
Clarify what method your printer is using before comparing costs.
Watch Out for Hidden Fees
Freight costs, administrative fees, packaging charges—these add up fast. Ask your printer for a detailed breakdown of all additional expenses before assuming co-mailing offers the best deal.
Request a Savings Analysis
A true comparison requires standardization. Provide prospective printers with a consistent template to ensure apples-to-apples comparisons. Dingley Press offers a mail analysis service to help catalogers determine whether they’re maximizing their savings.
Why Co-Mailing Matters More Than Ever
With increasing postage rates, saving on mailing costs can make or break a catalog’s profitability. Whether your mail program is large or small, the right co-mailing strategy can significantly improve your ROI.
If you’re unsure whether you’re getting the best deal, don’t hesitate to ask for an analysis—you might be surprised by how much more you could be saving. As Winston Churchill said, “To improve is to change; to be perfect is to change often.”
For more information about co-mailing or to request a savings analysis, contact Dingley Press today.
