Get Creative As You Prospect

Planning Considerations

To move money to the most profitable approaches, draft one budget for all customer acquisition efforts broken out into offline and online sources based on profitability projections. If you use a catalog request offer, include the cost of all actions to convert the inquiry to a buyer (e.g., catalogs, mailers, phone calls) in analyzing profitability. The more detailed your tracking data on your offer and promotional efforts, the better decisions you’ll make.