Lisa Si

Lisa Si
Why ROI Is More Important Than Your Up-front Response

“What’s a good response rate?” This question gets asked a good deal in the direct marketing industry. The response rate to a direct marketing campaign is the initial campaign indicator—or the “up-front” results. When response starts coming in, it’s the first measure of results. It’s easy to jump to conclusions about the success of a campaign or test based on this initial measure, but it’s only the tip of the iceberg when evaluating your direct marketing profitability. Some offers draw a great percent response. Offer something for free, and you’re pretty much guaranteed to get strong up-front results, but you may not sell much of