Personalized, Targeted E-mail Catalogs - (1,209 words)

4. Test different types of promotional efforts and carefully measure results.

Will a mini-catalog work better than a full-blown 36- or 48-page catalog effort on the Web? What about a postcard reminder or special offer? What role does direct marketing play in Internet marketing? The answer is, everything! Measurement, tracking results, testing different offers, calculating cost per order or inquiry, lifetime value and return on investment are all common terms and analytical tools for direct marketers. And these same metrics and more need to be applied to e-mail and Internet promotions. Testing can pay major dividends for traditional catalogers and e-tailers.