Circulation Planning: Five Critical Steps

Conclusion

By all means, plan from the bottom up — not from the top down. Let the circulation plan determine how many catalogs to print and mail. Maximize results by taking the proper steps to develop your next circulation plan.

Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in circulation planning, forecasting and analysis. He spent the first 25 years of his career with leading catalog companies in both the business-to-business and business-to-consumer markets. He can be reached at (302) 541-0608, or by e-mail at steve@lettdirect.com.