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"When distributors began selling form/label combinations, they always had to do cost justification/return on investment (ROI) to sell it. Direct mail is the same," Buck said. "You can't just talk about printing and its cost."
The DMA notes that ROI can be measured by one of four methods: an increase in response rate, an increase in the average order dollar amount, a decrease in cost or an increase in the lifetime value in the customer relationship—i.e., an increase in sales to that customer over a period of time.
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- Companies:
- FormStore
- Ward/Kraft
- People:
- Lindsay Gray
- Paul Edwards
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