Strategy How to Use Selling Expense Ratios

Circulate according to what the results are telling you, and avoid the temptation to mail every customer every time. The correct and balanced circulation strategy will put more profit on your bottom line.

Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in circulation planning, forecasting and analysis. Reach him at (302) 537-0375 or via his Web site:www.lettdirect.com.