Testing: The Secret to Increase Your Direct Sales
Last week we met with a small retail business whose direct sales dollars depends heavily on direct marketing efforts. We were on the topic of email marketing and I learned that they had never done any testing. I described the concept of A/B testing, and while they understood the potential value, they perceived it as “too complicated”. Trust me on this one. Over the course of a 20+ year career, I’ve tested pricing, lists,...
Read More1 Simple Ingredient for All Your ROI Needs
Having grown up in the subscription and later the catalog marketing worlds, one basic concept permeated everything we did. Every effort, every offer, every list and every test is assigned a key code, an alpha-numeric code that enable results to be tracked, measured, and attributed to the source from which the customer acquisition or sale came. This practice of using key codes can and should be used to measure social media marketing...
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