List View: All Sales Count
These are questions mailers must test to find the mix and allocation procedures that will work for them.
To determine the best method for your company, build a matrix of results from several different methods. Review the matrix and get consensus internally as to which method provides the best results for you.
Finally, start tracking the percent of Internet orders allocated to each list, on each mailing, on your aggregated list history. You’ll see the percentage increase for each list over time. More importantly, if mailers report that your list is no longer working well for them, ask them how they are allocating their Internet results. I often find the mailers are not properly allocating orders to your list, thus understating the results. You may not be able to get them to improve their tracking and allocation methods, but by providing these mailers with the Internet percentage their lists are achieving on your mailings, you might convince them to allocate more sales to your list. Remember, make every sale count.
Bill LaPierre is vice president of catalog list brokerage at Millard Group, a list brokerage, list management and catalog consulting firm in Peterborough, N.H. He can be reached at (603) 924-9262 or by e-mail at: firstname.lastname@example.org.