Boost Your Prospecting Results
How can you improve the performance of outside-rented lists in your next campaign? And what about the added costs of doing so?
Marginal List Optimization
The process of optimizing outside-rented lists, commonly called marginal list optimization, can increase response rates. One proven technique is to suppress the weakest segments of those lists that are performing slightly below acceptable response. By optimizing these marginal outside lists, your response rates will increase, as will your revenue per catalog mailed. This process can help marginal lists achieve break-even, defined as net sales, minus the cost of goods sold, minus direct selling expenses.
- Companies:
- Lett Direct Inc.
Steve Lett graduated from Indiana University in 1970 and immediately began his 50-year career in Direct Marketing; mainly catalogs.
Steve spent the first 25 years of his career in executive level positions at both consumer and business-to-business companies. The next 25 years have been with Lett Direct, Inc., the company Steve founded in early 1995. Lett Direct, Inc., is a catalog and internet consulting firm specializing in circulation planning, plan execution, analysis and digital marketing (Google Premier Partner).
Steve has served on the Ethics Committee of the Direct Marketing Association (DMA) and on a number of company boards, both public and private. He served on the Board of the ACMA.  He has been the subject of two Harvard Business School case studies. He is the author of a book, Strategic Catalog Marketing. Steve is a past Chairman of both the Catalog Council and Business Mail Council of the DMA. He spent a few years teaching Direct Marketing at Indiana University in Bloomington, Indiana.
You can contact Steve at stevelett@lettdirect.com.
