Making Space Ads Work

For example, inquiry-generating cooperative programs, for which you pay on a “per inquiry” basis, generally generate a significant number of inquiries. However, do the leads from these types of programs convert? How does the quality of leads you receive from a “per inquiry” program compare to leads you can generate on your own? Again, quantity may not necessarily mean quality. One way to improve the performance of these inquiry generating cooperative programs is to charge for your catalog. This is a must! The less you charge ($1.00 for example), the more leads you will receive, which means fewer of them will be worthwhile. What’s more, not all inquiries should be considered the same when it comes to re-mails. Non-converting inquiries are most often mailed based on how recent the inquiries were, i.e., the past three months, four to six months, seven to 12 months or more. You should segment your inquiries into separate groups based on “source” in addition to recency. This will help you better determine how many times you should mail to each group. You should be able to re-mail the non-converted inquiries three to six times. At that point, you may want to consider having these names optimized by a third party. This will help identify the names worth mailing one last time.