Managing the Flood of Web Buyers, Part 2
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Jim Coogan
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To optimize, first find Web buyers who show little or no mail order activity and drop them from your mailing list. Then find your break-even point and suppress those buyers below breakeven.
That’s all for this week’s installment. In the third part of this series next week, I’ll show how matchbacks should be used to get a true measure of response to mailings.
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Jim Coogan
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