With software like Hubspot, you can track opens on emails, gain metrics on clicks, and measure the response rates of campaigns — which tells you the level of success and profitability you can expect from a conversion. But what did direct marketers do before the era of digital metrics and tracking? Catalogers relied on key codes to track response by customer segment. Most orders arrived either by mail...
Direct mail is expensive. Up to 97% of the catalogs sent do not convert. How do you determine which customers warrant the investment of mailing your catalog? Holdout tests. What is a holdout test? A holdout test measures the profitability of a catalog mailing relative to a customer segment. For a mailing, a small group of customers from your mail file is marked to withhold...
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