Track Your Results with Source Codes

Of course, you must include a non-traceable factor in the forecast, and I do. I simply prefer not to eliminate the exposure to the amount of non-traceable business you generate by allocating it back across all segments and/or lists.

Determine Promotional Offers to Make

Without source codes, you have no way of knowing how well a particular offer, like free shipping, works to draw customers and/or prospects. So split your mailing into two parts. By doing this, you can make an offer, such as free shipping, versus no offer (the control).