As a merchant account provider, there’s nothing more heartbreaking than seeing a high-potential campaign coming to an untimely death. Anyone who’s survived managing a successful DR campaign can offer some sage advice about running the next one. Most of these lessons learned involve some variation of an “If I’d only…” story. Since there are no “do-overs” in DR, you better make the best of each and every opportunity. The trick then is learning what to look for when the next one presents itself. To that end, I’d like to share one of the more common pitfalls encountered by untested DR marketers in hopes of helping others avoid similar fates.

Imagine you just launched a homerun direct response campaign. You’re getting a 4:1 MER (media efficiency ratio). You have thousands of units flying out of your fulfillment house. You’ve just spent a million dollars for more media and are getting ready to order more units. Everything’s running perfectly. STOP. Your local business bank, which you’ve banked with for years and gave you a great deal on your merchant account, just notified you that it placed a hold on that transaction because you have exceeded your merchant account limit and it is uncomfortable with your recent merchant processing activity. WHAT?! (more…)

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