What would happen if you mail down to the breakeven point and stopped there? In other words, eliminate all the R-F-M cells that fall below the incremental breakeven point. This sounds like a financially smart thing to do, but is it? The cold, hard facts are that if you elected this mailing strategy it would…
Connecting Print & Digital Directly
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.
Paula brings in-depth experience designing, developing and implementing strategic cross-channel marketing programs for both B2B and B2C. She has worked in radio and TV, moving to print & online as marketing director for Skyvision where she oversaw direct mail, e-commerce & infomercials along with launching a second catalog, Field Trips, from scratch. She continued applying her creative and marketing strategies to clients large and small to develop direct marketing programs that delivered results. Paula has driven relationships with brands around customer data, email, mail, ecommerce, online advertising and new technologies. She joined Lett Direct in 2016 to lead business development activity for print and digital across new/existing clients and partners. Paula is a past member of DMA’s Catalog Council and speaker at ACCM & DGA, is currently a Bronze sponsor of NEMOA and an ACMA member.
Hopefully soon, you’ll find Paula singing with the Milwaukee Symphony Chorus again or sipping a fine wine at a Lake Michigan harbor.
You can reach Paula at paula@lettdirect.com
In a digital world with so many choices on where to exert your effort and budget, the question for direct-to-consumer (D-to-C) merchants is really where you should be spending your time and what channels — new or old — can deliver the desired results. Smaller brands cannot be everywhere all the time nor do they…
Most of you would say “yes” to this question. But do you really know the level of customer service you're providing in the eyes of your customers? According to an article in a local newspaper by Gad Allen, faculty director of the Jerome Fisher Program of Management and Technology at the University of Pennsylvania, “statistics…
The horrific pandemic caused people to stay home most of the year, which created a large spike in orders for many direct-to-consumer companies, both catalog and digital. The increase in demand was so significant that it caused issues for the supply chain. Many retailers scrambled to purchase inventory in order to meet the order demand…
What is direct mail? It's unsolicited advertising sent through the mail to existing customers and prospects. Examples include postcards, solo mailers, catalogs, self-mailers, etc. Unlike mass media, direct mail is targeted so that you're reaching your most desired audience. It’s a rifle vs. a shotgun approach to marketing effectively. In this post, I'll discuss the…
For decades, most retailers depended on foot traffic to their brick-and-mortar stores much more than the website they felt compelled to build late in the last century. Furthermore, “direct to consumer” isn’t really a new concept; thousands of prosperous companies marketed by direct mail and catalogs only, collecting orders via mail and phone before “that…
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