How to Measure Direct Mail Success

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How to Measure Direct Mail Success

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:
  1. Direct mail piece mailed
  2. Number of new leads acquired from the direct mail
  3. 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:

  1. Cold calling
  2. Appointment setting
  3. Warm calls after direct mail
  4. Market research
Contact us to get your next

successful marketing program started

(888) 443-5247
About Rich Enterprises, Inc.

Since 1999, we have helped business across the USA and Canada reach their sales goals. We offer a suite of lead generation, telemarketing and inside sales services, that delivers the magic recipe to ensure your success!

Melissa Landis

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