Create A Successful Circulation Plan
1. Basic measurements—percent response, average order and dollars per book—will be the same for the exact same segment in the same book in the same time frame this year as it was the pervious year. This means your 0-6 month, $100-plus buyers in this year’s Summer One book of 48 pages, mailed the beginning of the third week of May this year will perform the same as the 0-6 month $100-plus buyers in last year’s Summer One book of 48 pages, mailed the beginning of the third week in May.
- 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.
