Boost Your Prospecting Results
The most common use of list suppression is optimizing the rental singles (one-time buyers) who come out of a merge. The worst-scoring segments of the rental singles frequently perform at less than half the response rate of the average rental name.
In many cases, mailers replace the suppressed names with names from a balance model. These models will perform better than the names that have been suppressed. This allows the mailer to improve the overall performance of the outside names that are mailed, and to fine tune the number of names on the mail tape sent to the printer.
- 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.
