Find and Target Multi-Buyers
Multi-buyer counts Multi
20,659 2X
3,052 3X
465 4X
65 5X
7 6X
This cataloger can mail all 20,659, two-time, multi-buyer names twice; the 3,052, three-time, multi-buyers three times; and so on.
The Value of Key-Codes
Let’s take the two-time multi-buyers shown on the chart. Typically, you’d randomly allocate back and mail all 20,659 multi-buyer names within their respective lists. Let’s assume you want to mail the two-time multi-buyers for a second time four weeks later. This time, these multi-buyer names will be key-coded as two-time multis and mailed as a group.
- 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.
