Web Buyers Are Changing the Catalog World, Part 2 of 3
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Jim Coogan
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* To understand all your buyer segments, test the incremental sales generated by a catalog mailing. After mailing a catalog and running a matchback to determine the full demand generated during the life of that catalog, you’ll inevitably ask yourself, “But what sales would we have gotten even if we hadn’t mailed a catalog?” Or the equally valid question, “What percentage of these sales during the life of the catalog should be allocated to marketing online, including search engine optimization, e-mail programs, affiliate marketing, etc.?”
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Jim Coogan
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