Multichannel Marketing Capture More Source Codes
By Lisa Yorgey Lester
The benefits of multichannel marketing are numerous; however, it poses a challenge for marketers when determining who responded to a given offer. As Jim Wheaton, principal of Wheaton Group told attendees at his "Testing and Measurement in a Multichannel World," session at the National Center for Database Marketing conference in July, the promotional and order channels all too often are not the same.
Source code capture rates have plummeted in recent years. According to Wheaton, fewer than 25 percent of Web orders include a source code, which makes the attribution of Web orders to rented lists as well as housefile segments problematic.
So how can you bump up the number of source codes you collect? Wheaton suggests the following:
- Add individual-level unique IDs to each promotion, and tie them into your operation's CRM software. Not only will you know if the recipient places an order, but you'll also know what he ordered and if he passed the promotion on to a friend.
- Employ promotion-specific merchandise and/or service numbers. If a specific item, for example, will be carried in each of your 12 catalog drops in 2005, a suffix corresponding to each drop can be attached to the item's merchandise number.
- Implement incentives at call centers. For example, offer bonuses for phone representatives who achieve specified capture rates for source codes; or, penalize them for falling below certain thresholds.
Wheaton can be reached at email@example.com.