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Direct
Marketing Tip: Follow
the right metrics -- not just CPO or PPNO. -- When judging a new offer or test, don't focus solely on
Cost-Per-Order or Profit-Per-Net-Order. |
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Look Beyond CPO
and PPNO.
Why? Because they produce tunnel vision. Some tactics can improve profit-per-order or
cost-per-order ... while also producing less orders and less overall
profit.
Don't Let your Winner Be a Loser.
Even worse, fewer new customers means fewer house names to re-promote later. That reduces cume profit.
Thus a "winning" offer may actually be a long-term loser.
So to make smarter decisions, focus on
"the Big 3 Totals": net orders, net profit, and
3-year cume net profit. |
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