how-to-measure-direct-mail-successHow to Measure Direct Mail Success
In past articles, we’ve discussed direct mail campaigns and why direct mail is still an effective tool to communicate with your audience. In this article, we will discuss how to measure the success of your direct mail campaign. It is so important to learn How 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.
Calculate your costs with:
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.
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Rich Enterprises, Inc. was founded in 1999 on the premise that businesses must always seek new revenues and opportunities in order to succeed. Our core mission is to increase the sales and revenues of our clients by providing qualified sales leads and new appointments through cold calling, B2B telemarketing, business development, and inside sales services. Our business is growing your business!