Circulation Strategies That Measure Up

Build From the Plan

Once you establish your goal, set up tracking procedures, put your metrics in place and get ready to build the plan. Start by evaluating the goal, and determine what must happen to get you there.

If you want to grow the housefile by 10,000 names and you typically get a 0.5 percent response on prospecting efforts, you would have to mail 2 million names. Is your prospect universe that large? Know if your goal is achievable prior to building the plan.