Create A Successful Circulation Plan
Reviewing the detail in a line-by-line manner, I estimate what each of the missing segments would have achieved if mailed under these circumstances using relationships in the fall-off from one recency group or segment to another and add the ones that would have been positive. At the same time, I deduct the segments or parts of segments that shouldn’t have been mailed last year. When I’m subdividing a segment for purposes of mailing, I change the measures and mark what detail I’m planning to mail.
- Companies:
- Lett Direct Inc.
Steve Lett graduated from Indiana University in 1970 and immediately began his 50-year career in Direct Marketing; mainly catalogs.
Steve spent the first 25 years of his career in executive level positions at both consumer and business-to-business companies. The next 25 years have been with Lett Direct, Inc., the company Steve founded in early 1995. Lett Direct, Inc., is a catalog and internet consulting firm specializing in circulation planning, plan execution, analysis and digital marketing (Google Premier Partner).
Steve has served on the Ethics Committee of the Direct Marketing Association (DMA) and on a number of company boards, both public and private. He served on the Board of the ACMA. He has been the subject of two Harvard Business School case studies. He is the author of a book, Strategic Catalog Marketing. Steve is a past Chairman of both the Catalog Council and Business Mail Council of the DMA. He spent a few years teaching Direct Marketing at Indiana University in Bloomington, Indiana.
You can contact Steve at stevelett@lettdirect.com.
