Managing the Flood of Web Buyers, Part 4
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Jim Coogan
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* Divide this segment in half, mailing half of the buyers once and the other half of the buyers twice in the same season;
* Measure the sales from the two segments; and
* Get your bottom-line profitability by comparing the cost of mailing once vs. mailing twice.
This allows you to see if profit increases when you increase the frequency of buyer re-mails.
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