MeritDirect Event Panel Heading Back to the Future, Part 2

The LTV of web customers is about one-third that of catalog customers. I don’t think that changes much. You can waste a lot of catalog sources with one-time buyers from the web.

Sexton: Mail will still drive the bus for us. It’s a mailers’ market now. You have hungry printers, hungry paper sellers, motivated list owners who are willing to negotiate reciprocal discounts — and a postage sale. We have to put pieces in the mail at a cost we couldn’t get 20 to 25 years ago. The question is: Can we find some people to mail to? We’re going deeper into reactivation efforts. We were kind of late with PPC, but then we went crazy with it. Then we invested in Omniture and in capturing more data.