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#1 Six Critical Numbers to Know for a Powerful ROI and How to Calculate them

Customer Acquisition Cost (CAC): How much it costs your company to acquire a new customer. Review acquisition-marketing efforts over past 12 months; divide into efforts resulting in a direct sale separate from those that resulted in a lead that was then converted into a sale. I am not suggesting campaigns that generate lots of leads…

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#2 Six Critical Numbers to Know for a Powerful ROI and How to Calculate them

2. Customer Retention Cost (CRC): How much it costs your company to retain and market to existing customers/donors. Same as CAC, but collect expenses and results only for efforts targeted to existing customers. Remember, we are measuring total customers who responded not the total number of transactions. That way you can see how many people…

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#3 Six Critical Numbers to Know for a Powerful ROI and How to Calculate them

3. Customer Purchase Frequency Rate: The average number of times a customer purchases/donates over a certain period. Two simple ways to increase response and sales, offer more products or get customers to buy more often, told you this would be straightforward stuff. Knowing the current frequency rate is the first step toward moving the needle…

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#4 Six Critical Numbers to Know for a Powerful ROI and How to Calculate them

4. Customer Average Sales per Purchase: The average spend per purchase over a certain period. If you use an auto-billing model, this number will be super easy to project. Knowing your average sales per purchase number is especially helpful when comparing new and existing customer results. Existing customers almost always have higher average sales and…

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# 6 Six Critical Numbers to Know for a Powerful ROI and How to Calculate them

6. Customer Lifetime Value (CLV): The total value of purchases over a customer’s lifetime (or average length of time they actively buy from the company). This is the honker of them all, when you identify the Customer Lifetime Value it is like finding buried treasure. Once you know how much customers buy and for how…

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How Direct Mail Succeeds Where Digital Doesn’t

Direct mail, long thought of as the ugly, red headed step-child of marketing that no one’s used since the 80s, is now the unlikely star of integrated campaigns. Lest you believe direct mail is the tortoise in this hare-like digital world, response stats and campaign ROI prove otherwise.   If you just read this and…

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Digital Web Printing is the Future – Are You In?

Artisan craftsmen who work on massive printing presses producing exquisite print masterpieces are quickly being overtaken by digital web printing.  While there’s no doubt that grand Heidelberg presses produce amazing results, digital technology has transformed the print and design industry putting it within the reach of most businesses and consumers. When originally introduced, Digital web…

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There is No Such Thing as Free Shipping

The expectation that free shipping is always available for online orders is real, consumers don’t care if you’re an established business or a start-up, not offering free shipping will cost your company orders.  Free shipping, a trend that’s forever changed consumer expectations, is here to stay. The big question is are you ready? How much…

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Exclusive Sneak Peek of "The Retriever"

Exclusive Sneak Peek of “The Retriever” A Brilliant Replacement for Your Next #10 and #14 Mailing As you know, we typically use this space to share industry insights instead of Three Dog Logistics promotions, but “The Retriever” is a brilliant idea we just had to share! Imagine if you will a plain brown box the…

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