Learn to Prospect Efficiently

Cross Member Modeling can also be done. A cross member model is when another member of the Abacus Alliance allows its list to be optimized on a “net name” basis. This, too, can increase your revenue per catalog.

Effective prospecting is strategic—it takes work. Know your break-even point and what you can do to increase your results. Selecting the “right” lists is not enough. Knowing when and how to mail is the secret to prospecting cost efficiently.Stephen R. Lett is president of Lett Direct Inc., a catalog consulting firm specializing in circulation planning, forecasting and analysis. Lett is also on the faculty at Indiana University, where he teaches direct marketing at the MBA level. He can be reached at (317) 844-8228 or by e-mail at slett@lettdirect.com.