Find and Target Multi-Buyers
When you find a match, mail the name as part of your housefile and drop the name, since it’s a dupe against an outside list. The non-matches to the outside lists will be omitted or dropped from the final output of the merge and not mailed.
When putting multis back into the merge for your next catalog drop, consider sending the prior multi-buyers to Abacus (and to the other co-ops you’re using) to utilize as a suppression file for the next round of models. This prevents co-ops from creating four-time multi-buyers from three-time multis.
- People:
- Stephen R. Lett
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.
