Circulation Planning: Five Critical Steps

Another example of this is mentioned in No. 3. By looking at which mailing is the strongest, you can shift circulation into the best and out of the worst mailing; this should maximize performance.

However you would be above breakeven if you were to reduce circulation to some of the under-performing segments. If you were to do this by drop without considering the number of times mailed, you might cut too much. By looking at the progression of results and the number of drops sent, you may decide to stagger the number of drops or mail the segment only to the best drops.