Managing the Flood of Web Buyers, Part 4
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Jim Coogan
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Management inevitably asks, “Wouldn’t we have gotten the sales even if we didn’t mail these Web buyers a catalog?” When you have a mail/no-mail test in place, you can answer this question easily. You also can set the break-even point threshold for mailing Web buyers. If your breakeven on mailing a catalog is $1.50/catalog in sales and your testing shows you can get 50 cents from each buyer when you don’t mail them, then you can raise your true breakeven from $1.50 to $2 and only mail those housefile segments that’ll respond above $2 per catalog mailed.
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Jim Coogan
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