The best way to Measure Your Direct Mail Campaign’s Success


Customer acquisition is a critical factor in an industry’s growth and requires even more focus and strategic action during an economic downturn. Tight marketing and advertising budgets and managing fees are the game plan when revenue is slow. Even under such trying circumstances, regular mail can play a massive function in getting and retaining consumers. Direct mail is one of the least expensive ways to attract new customers. By a DMA study performed last year, direct mail averages $12 in sales for every $1 invested. Another study simply by Pitney Bowes found that will Direct Mail generated a higher portion of Internet sales than Advertising on the internet, TV, and radio.

The simplest way to guarantee the success of your respective direct mail campaign is to determine the resulting
increases in sales. Campaign success is assessed as ROI or return on investment.
Other standard measurements like cost-per-piece or cost-per-lead are helpful but will not
provide the “big picture” view that RETURN analysis will. The correct ROI calculation takes
into mind a customer’s lifetime benefit or the number of sales produced by that customer through

Direct mail allows you to manage your campaign and strong spending against those locates that
are most likely to purchase your services or products. The first step is to run modest test mailings to
purchase a feel for your baseline result rates. Subsequent mailings can undoubtedly try different things, such as
some other mailpiece design, modified content, or new mailing lists. If you find yourself confident in your
results, you could extend your campaign to help larger groups and be somewhat assured your ROI will probably
be cheerful and close to your test results. A significant degree of names will cost you in
development and postage so it is essential to make every mailpiece matter!

One way of maximizing RETURN ON YOUR INVESTMENT is to drive out disguised. Costs throughout the process of transmitting mail. For example,
Zairmail’s one-stop direct mail service allows you to gain greater operational efficiencies as a Toronto injury lawyer, all processes under one roof and minimizing operations costs. Zairmail also provides access to large-scale digital laser printers used by the most powerful direct mailers in the industry.

By letting Zairmail handle the details, you can spend more than of your time and budget improving upon your mail campaign,
upping your ROI and doing what you are best–running your business!

When executing a test mailing, the first step is always to decide how many pieces to be able to
send. Too large a posting is unnecessarily expensive, while too small a delivery will not have
enough responses to help accurately determine your result rate. A good rule of thumb should be to test
between 1000 and 5000 pieces. Like this, you will get a sufficient number of results
back from your mailing to figure out what your response rate will likely be.
Your response rate will change depending on your product, market, target market, and other
factors; thus, no general rules utilize. For instance, a sub-0. A 2% response rate is standard inside the
credit card industry, whereas several non-profit companies experience reply rates as high as
50%. This would not discourage you; somewhat, it highlights the necessity of traffic monitoring your
response rate to your mailing. If you fly the window blind, you will only have a vague idea of your
campaign’s accomplishment and risk wasting funds and losing sales.

To boost the response to your next posting, pay attention to these critical factors:

Advertising campaign Goal

What is the goal of your respective campaign? Do you want to generate qualified prospects? Close sales? Raise
attention? Drive traffic to your retail outlet or Web site? Once you decide on your goal, establish a
baseline and also track responses against that will baseline. For example, determine the normal number
of calls you get per month, and compare that number to the number of telephone calls you receive
immediately following your posting. Alternatively, take orders because of your Web site. Your
main product can ask customers for a discount code when adding their orders, by which you
can track the gross sales associated with your mailing.

Often the Mailing List

Who are your best shoppers? Identify who they are and then find lots more exactly like them
and market to them. The list might make up 60 to 70% of your response rate. Distinguish the
unique characteristics of your customers. Are they male as well as female? Where do they dwell? How
much do they produce? The answers to these issues can be used to build a targeted customer
list to gain more shoppers.

The Offer

Whatever your direct mail campaign offers the audience – a free information package, an
instructive Web meeting, or a gift for visiting a new trade show booth instructions concentrate on selling the
essential things about responding and receiving the give. Remember that the goal is to purchase the person to
respond so they can purchase your product and increase your ROI. If you can find someone
interested enough to retort to the offer, then you contain the chance to get them to buy.

Your current Mailer

Here is where tests play a crucial function. Without testing your email list, your offer, or
your current mailpiece design, you will never realize if the campaign’s success has been due to a compelling
offer, intriguing graphics, and enticing replications with a solid call to action or even a great list.
Conversely, with no testing, you will not know which usually aspect of your campaign requires
improvement if you receive a less-than-desired response.

Campaign Cost

Take the total cost of your posting (including creative, printing, nearly all, and labor) and break down
that figure by the earnings generated from an average selling. That will tell you how much revenue
you’ll need to make your money back and cover the cost of your current mailing. For example, if the
associated with your mailing campaign will be $550, and your average buy is $50, you will need to help to make 11
sales to restore the cost of your mailing. Occasionally, however, you may be willing to
send a campaign without splitting even or showing any profit if it means creating qualified
leads to whom it is possible to sell again and again. Don’t forget the particular lifetime value of a customer.

Milson Zehr is a Partner with Cube Management, a Portland, Oregon-based company that will help organizations accelerate their gross sales. Mr. Zehr is also often the founder of Cendix, the leading provider of channel advertising and marketing tools distributed enterprises. Mr. Zehr has over 20 years of experience designing and delivering marketing and software solutions for all businessmen. He also has extensive practical experience driving sales and marketing, in addition to strategic alliances with many of the largest technology companies worldwide, including Oracle, Intel, Microsoft company, Sun, HP, IBM, Xerox, and many others. Wilson Zehr can be contacted at Cube Management, wilson@cubemanagement. com,

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