The New Alternative

Evaluate Acquired Customers
One question on the minds of catalogers is, “How do customers acquired through alternative media compare to those acquired through direct mail?” The answer goes back to lead generation vs. direct sales. For lead generation/catalog request offers, newly acquired customers have similar lifetime values as other two-step buyers. For direct sales, it depends greatly on the specific media. Long-form infomercials and package inserts with the right creative/offer can generate customers as valuable as those acquired via direct mail; other media less so.