Any marketing program must, in general, generate leads and, eventually, sales. And businesses that engage in direct selling will use direct marketing metrics, which are nearly identical to the metrics used by other companies, to assess the effectiveness of their marketing activities. They will include cost per head, lifetime value, average, and additional information.
There are numerous methods that Smart Circle international can use to help the sales force. The Internet has been highly beneficial in terms of disseminating product information and making offers. Internet advertising campaigns via e-mail are becoming increasingly popular, outperforming the traditional distribution of leaflets, brochures, and other mediums. However, they must first compile a mailing list.
Many direct marketers prefer cost per head metrics. Sales generation is directly related to cost per head. However, there are some ongoing disagreements about which base to use to calculate cost per head ratios for specific marketing campaigns. Both methods must be used consistently to avoid confusion and render results useless for predicting and monitoring trends.
The inquiry-to-lead conversion ratio is another useful direct marketing metric. In this method, two factors determine whether initial inquiries from customers have qualified leads: the investigation’s quality and the qualification criteria’s precision. The qualification factor evaluates the inquiry based on criteria developed in collaboration with the sales force and should be consistent over time.
The marketer will place a lot of faith in the first factor. The quality of inquiries can be influenced by various factors, ranging from the mail list itself to the offers made. Initial questions inform marketers of any changes that should be made to their marketing strategies and methods.
Sales are expected to result from leads. This is a critical point in the campaign for marketers. A low rate raises concerns about the quality of information generated by the campaign, though they can respond by claiming that the problem is with the sales force, not the leads. This metric can help shed light on who should bear responsibility.