Circulation Planning: Five Critical Steps

- Look at “like” buyer segments to determine which drop is strongest. For instance, if your zero-to-12-month buyer file performs best in January and September, most likely all other segments will, too. Now you can shift your circulation to maximize your strongest mailings and reduce your weakest.

For example, if you mail your 37-plus-month buyers only twice annually, be sure they’re mailed in March and September when they’re more likely to perform well. Remember this must be analyzed with like groups (preferably zero-to-12-month buyers) because the depth of circulation influences results.