How to Determine Your Catalog’s Break-even Point
In a Perfect World
The desired goal is to prospect above the incremental BEP. By doing this, the gross profit dollars generated from your prospect mailings would equal (or exceed) the amount spent on mailings (including your variable order-
processing costs) to prospects. Note: Few catalogs can mail to prospects above the incremental BEP. While some lists will perform above the incremental BEP, it’s unlikely your overall mailing results will be greater than this.
- 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.
