Circulation Strategies That Measure Up

Your tracking efforts will afford you the benchmark data needed to forecast response rates, average order values, campaign costs, acquisition costs and breakeven, as well as give you all the data you need to perform necessary metrics during the contact strategy planning phase.

Finally, if you’re a b-to-b cataloger who incorporates a sales force, you must have buy-in. A sales team that doesn’t see the value of your direct marketing efforts can cripple results through misuse — or non-use — of the materials.