Managing Your Company’s Housefile
Bounce-back catalogs in company A performed much better than the original mailings. Bounce-backs from company B and company C also showed better financial results than those from the house file and from prospects.
2. Increased mailings to hotline buyers. No matter how many times you mail to customers in your house file, you can generally mail more frequently to your hotline buyers. Many hotline buyers are recent additions to your house file. Mailing to them right away and more frequently than your regular house file customers can pay big dividends.
- 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.
