Determining Your Target CPA
If you’ve been doing lead-generation marketing for some time, you probably have an idea of what your target CPA is for the tactics you use. However, it can be tricky to determine your average cost for a tactic you’ve never used before. In some cases, it may help to know the average return for that tactic.
For example, in the chapters about online lead-generation marketing tactics (e-mail marketing, search engine marketing, etc.), I talk about the concepts of the click-through rate and the conversion rate. The click-through rate (CTR) is the number of clicks an online ad or marketing e-mail gets from your potential customers. If you send out 100,000 marketing e-mails, and 1,000 people click on the e-mail to go to the ...
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