Managing Your Company’s Housefile
Catalog mailing schedules will be based on RFM cells and not specific individuals. With each update to the house file, an analysis is performed on the number of customers and dollars associated with each cell. This information enables the cataloger to identify which cells contribute the most to profit and overhead, and determine a catalog mailing schedule accordingly. In order to maximize revenues per catalog, only customers within designated cells will receive a catalog at each mailing. Others will receive a catalog according to a frequency that is based on predetermined criteria.
- 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.
