What You Should Know About Using Lists
Circulation Planning: Part 2.
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Growing a catalog business depends on list testing, and list testing depends on using effective techniques that will help you maximize contribution to profit and overhead. Proceed carefully, and use the services of industry professionals who can help you.
Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in circulation planning, forecasting and analysis. He spent the first 25 years of his career with leading catalog companies. He can be reached at (302) 541-0608 or by e-mail at www.lettdirect.com.
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