In my last post, I defined cost per lead (CPL), cost per sale (CPS), and allowable cost per sale (ACPS) in relation to your direct marketing budget and mail quantities. That being said, effective marketing strategy is not just about these costs, but how you use that information to inform future campaigns and measurably improve the ROI of your marketing efforts. These four simple steps will help you and your team use this data to your advantage.
Today, I’d like to talk about how to better understand how your direct marketing budget is working for you by evaluating your cost per lead, cost per sale, and determining your allowable cost per sale. The first priority in evaluating the effectiveness of your direct marketing campaign is to define your customers’ decision steps. This […]