Are they equal to or less than phone and mail orders in terms of AOV? Should you offer an incentive to people ordering on the Web, or are you just giving away part of your margin? Accurately tracking order method becomes an important factor in improving your bottom line. To judge the true value of your online and e-mail efforts.
Is LTV from Internet customers as good as that of customers from rental lists? Or space ads? Do the customers who respond on the Internet or to opt-in e-mail promotions behave differently from traditional catalog customers?
If we agree that the Web will be a significant part of future catalog marketing, we need to get better at tracking source codes and measuring promotional results from that medium. Click here to sign up for more information on the CM call for entries and to view the CM List. A case in point The case study in the chart to the right shows the errors and misconceptions that can occur if management does not mandate the capturing of source codes.
Spring: 6. When the smoke cleared, we discovered the following: Fall campaigns two mail drops : 2, uncoded orders and Internet orders Spring campaign one mail drop : 2, uncoded orders and Internet orders This totals 5, uncoded orders and another Internet orders. Related Posts. Featured Trending Now. View More. Chief Marketer Videos. PRO Awards.
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Post a Job Search Jobs. Fill out the fields below to receive the latest news and special announcements from Chief Marketer. Direct Marketing Print. Stop the record player. A list compiled by those who are already snapping pics, reducing junk mail and absolutely love us : 1. It's no mystery that junk mail has a terrible impact on the environment. Opening your mailbox to find it stuffed…. Junk mail has destroyed the joy we once felt opening the mailbox in anticipation of receiving a letter.
JCPenney Will launch a new catalog. They haven't sent one in six years. Is this a catalog choice for you? CBS Online video chats about if they like junk mail and how many pounds she gets.
Also she hates the big fat catalogs. But catalogers say they are on the coming back. Eye-opening post from the New York Times about why retailers ask for your zip code. Ask a merchant why they…. Have you ever wondered if you can simply block all your postal junk mail? You can filter spam from your email accounts,…. They need to know the importance marketing folks place on the source code. Here are a few ways to increase the amount of business traced to a specific source code:.
Easier said than done! While the Internet represents another way for the customer to order, it presents its challenges in terms of being able to trace the order to a specific source code.
Catalogers have not yet found a way to do this. We do know that every time we mail catalog, our Internet business increases. We have to drive shoppers to our site and the catalog is a major way of doing just that! Driving more business to the Internet will result in less business being traced to a specific key code. Some catalogs request the source code on their Website when the order is placed by the customer. Tracing Internet orders to a specific source key code is very difficult to do for most catalogers.
Asking the customer to enter their source code does not work for most. The customer simply does not take the time to enter this important marketing information. If you use incentives, there is a better chance that the shopper might enter the code. For example, you might say "Enter key code from catalog for possible price reductions" or something like that. If they made a purchase since the mailing, chances are it was due to the fact that they received a catalog in the mail if they also appear on the mail tape.
This will tell you which code to assign credit to. Keep in mind that test results can be skewed by Web customers. This will help capture all Web volume whether or not the customer entered a specific source code at the time the order was placed.
At least you will know how many orders and the gross demand revenue comes from the Web in total by following this procedure. Without using source codes, you cannot read your results. And, not being able to read your results will limit your ability to go forward. Source codes are not only important, they are critical to your success. Knowing the specific source or media that is generating the results is the only way you can improve future performance.
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