The Mathematics of Circulation Analysis
Regardless of how you plan your prospecting, there is a direct relationship between the amount of prospecting you do and your direct selling expenses-to-sales ratio. Balancing these two aspects of your business is an important factor in increasing your profitability.
Stephen R. Lett started Lett Direct Inc. in 1995 after spending the first 25 years of his career with leading catalog companies. Lett is on the faculty of Indiana University where he teaches direct marketing at the MBA level, and he has served as chairman of both the Catalog Council and B-to-B Council of The DMA. Lett can be reached at (317) 844-8228.
- 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.
