Dictionary of Marketing Terms: orders per thousand (OPM)
orders per thousand (OPM)
index used to measure the comparative success of direct-mail packages in terms of orders generated per thousand packages mailed. For example, a 200,000-piece mailing that generates 4500 orders has an OPM of 22.5. This is not an absolute measure of the success of a package unless net orders are used rather than gross orders before payment, thus incorporating profitability into the equation.
