Circulation Planning

We specialize in creating and executing catalog circulation plans designed to maximize profit contribution. All planning is done from the “bottom-up” on a list-by-list, segment-by-segment basis. We develop an annual catalog circulation plan specifically tailored to meet the needs of your company. This forecasts all catalog mailings for the upcoming year/season and provides you with a detailed weekly and monthly order and revenue budget.

You’ll gain a solid overview, from a financial standpoint (i.e. budget and cash flow), for the upcoming mailing season. As the time approaches for each catalog drop, we update the circulation plan based on the most current information available and adjust the pending drop accordingly.

Plan Execution

Lett Direct, Inc. will fully execute the plans we create. This includes ordering rented lists, database models and names, issuing written merge/purge specifications to service bureaus as well as making sure that the electronic mail files arrive at the printer prior to your deadline. We have the capability to coordinate any and all of your activities with external vendors. At your request we will also negotiate vendor pricing on your behalf. Additionally, all of our clients benefit from the Lett Direct, Inc. network of approved vendors.

We assume responsibility for ensuring your house file is segmented properly by collaborating with your service bureau. Typically we segment it by Recency-Frequency-Monetary Value (R-F-M) for mailing purposes. We coordinate all house file updates and provide you with reports, which highlight any changes in the file buyer counts.

Furthermore, Lett Direct, Inc. will bring our extensive testing experience to the table. You’ll benefit from the wealth of knowledge that we’ve gathered over the years. Testing is an essential tool that we often use to discover what you need to change to increase your sales. We don’t like to leave anything to chance. Our belief is that just about everything can and should be tested. This includes promotional offers, cover designs, minimum order requirements, etc. Knowing what to test, how to test and what to retest is important to the success of any marketing program. Structuring a test properly is essential for actionable results. Drawing from our vast testing experiences, we will we setup the proper A/B type splits and put our testing rules in place in order to deliver comprehensive results to you.

Performance Analysis

Each week we provide you with our comprehensive Percent Complete Report (PCR); a proprietary report from Lett Direct.  This details all catalog source code results to-date, by mailing, as well as tracking of all sales from all other channels.  It projects order and demand results to 100%, based on historical order curves. This report will become the foundation for planning future mailings.

We can provide you with other special analytical reports including but not limited to:

  • Lifetime value
  • Merchandise square inch reporting
  • Incremental breakeven analysis

List Brokerage

Recognizing the demand for newer and better lists, we started a List Brokerage Division in order to better serve our print catalog clients. We started this division out of a need to provide more consistent service and pricing to our clients.

What’s important when choosing a broker?
At Lett Direct we feel there are five important considerations:

Industry Relationships

These relationships are critical and serve as the basis for moving through the approval process while receiving the pricing deals that are important to you.

Analysis & Research

These factors, along with providing targeted recommendations is the cornerstone of our business and should be handled with care. Outside lists are an essential part of a catalog campaign and your broker needs to have a deep understanding of all aspects of your market.


As your broker, we are constantly looking for new lists, segments and markets to test. We are never satisfied, but rather continue to search for the perfect lists for you.


You need to have complete faith in your broker. We have a vested interest in every account, which is founded on the basis of trust.

Future Trends

Your broker needs to know and understand industry trends and how you fit into the ever-changing market. We always stay one step ahead!

As a recognized broker, we have access to just about every list on the rental market through our online network.  What’s more, we are able to negotiate more favorable pricing for our clients and often better list select charges.  This is another value added service from Lett Direct.