Cost Reduction Techniques

DSL.net needed to keep the pipeline full as a way of meeting their target for growth and market penetration. Their challenge was to move into selected areas of new cities, with a DSL business-to-business solution, using lead-generation promotions that eliminated many traditional media choices. Direct mail fit the bill, as DSL.net served more and more cities, postage costs skyrocketed and frequency of mailings became intense. Harty works with DSL.net to reduce the cost of postage and test different mailers while maintaining a steady flow of new prospects in the pipeline.