Strategy Sharpen Your Circulation Skills

In this column, I identify some pitfalls circulation professionals may encounter in the planning and forecasting stages, and provide tips on how to reduce the risk of failure.

1. Manage Outside Prospect List Usage

List testing and usage should be based on proven historical results and sound logic. Continuation lists should be built into your circulation plan, of course. Knowing which lists to continue mailing always should be based on past results. However, when testing new list ideas it's important to get the help of an experienced broker in your particular product category.