Strategy: A Primer in the Basics of Catalog Circulation
There’s a lot to circulation planning. Mailing by RFM, selecting the right prospect lists and executing your mail plan properly are all critical factors. Spend the up-front time required to do the proper planning, and the results will speak for themselves.
Stephen R. Lett is president of Lett Direct Inc., a catalog consulting firm that specializes in circulation planning, forecasting and analysis. Contact: (302) 537-0375 or via e-mail at www.lettdirect.com.