Know Your Objectives Before You Mail
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Phil Minix
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There should be a pro-forma profit & loss (P&L) developed for each mailing so that the expectations of the mailing are clear. An actual P&L developed during post analysis should then be compared to the plan. I suggest to our clients that the P&L be done at the segment level so they will know which media codes and which offers are the most profitable. Building a segment-level P&L will also help you make sure that you have put together a mailing that will achieve your company goals.
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