Listen to 300+ podcasts by best-selling authors, published Wednesday, 4pm EST!

The Influence of Influencers

Read this tip to make your life smarter, better, faster and wiser. LifeTips is the place to go when you need to know about Using Database Marketing and Newsletters and other Newsletter topics.

database marketing, database marketing services, database marketing software, database direct marketing

The Influence of Influencers

In the world of database marketing, influencers -- those who influence a marketer's sales results without actually making purchases -- have an impact on a great deal of business. Their presence in the database can be problematic when calculating response rates. To solve the problem, it's best to subtract the influencers from the number of mailers sent before calculating the percent response. Say a marketer mails 1,500 direct mail pieces, including 500 to influencers. If the mailing generates 100 responses, the response rate is actually 100 of 1,000 - not 100 of 1,500.

   

Comments

Nobody has commented on this tip yet. Be the first.



Name:


URL: (optional)


Comment:


Not finding the advice and tips you need on this Newsletter Tip Site? Request a Tip Now!


Guru Spotlight
Jennifer Mathes, Ph.D.