Circulation Planning: Five Critical Steps

- Create a contact strategy for each segment mailed. Don’t plan each drop in isolation. Consider that each mailing has some influence on the prior and subsequent mailings. If you plan each drop independently, you won’t maximize results. Look at segments in time and across all mailings to find out if you’re over- or under-mailing specific segments. This could be missed if you plan mailings only off of the corresponding drop from the prior year.