Strategy Sharpen Your Circulation Skills

5. Be Realistic

Circulation planning is based on historical results, not on wishful thinking. For example, if a mailing generated $2 per catalog mailed for the past three years, it's unrealistic to assume it'll bring in $3 or more per book. You can manipulate the figures in the budget or on your circulation plan to satisfy management's goals, but there won't be an accurate relationship to the actual results you achieve.