How to Measure Direct Mail Success
how-to-measure-direct-mail-successHow to Measure Direct Mail Success
You don’t need to hire an outside firm to objectively measure your direct mail campaign’s success. The easiest way to evaluate your direct mail campaign is to calculate your costs.
- Direct mail piece mailed
- Number of new leads acquired from the direct mail
- Number of new customers resulting from direct mail
Most business will rely on the accurate measurement on the return on investment (ROI) from your campaign. Calculating a ROI uses your actual costs and compares those to your income projections from customers. For the most accurate ROI calculation, estimate the amount of sales generated by a customer over an expected time, to calculate a “lifetime value” per customer. The most important factor for How to Measure Direct Mail Success is a solid understanding of return on investment ROI.
There are no exact rules or guidelines that apply directly to mail campaign ROI calculations simply because the values used in your “lifetime value” calculations will vary. The values will depend on your product, industry, target market and other factors unique to your business.
The ultimate test of your direct mail campaign’s success is deciding if your prospective customers will spend enough money to justify the direct mail campaign’s expense. Will your campaign produce a positive outcome? If you can answer yes, and justify your campaign’s expense, then you’ve created a successful campaign.
What type of marketing do you do?
Rich Enterprises provides B2B marketing services that can include:
- Cold calling
- Appointment setting
- Warm calls after direct mail
- Market research
successful marketing program started
