Direct Mail ROI: Effectiveness Of Direct Mail
When you use direct mail, you may find that measuring success or failure becomes a lot more manageable. There are many options you could use to track the success of a direct mail campaign. Think about which Key Performance Indicators (KPI’s) are most important for your business and what objectives you want to accomplish from the mail advertising. In addition to measuring the overall success, consider A/B testing. A/B testing will give you insights on which offers, headlines, and/or direct mail formats (i.e. postcards, bifolds, gift cards, etc.) produce the best results, leading to better Return on Investment (ROI).
- Call Tracking Helps Understand Response Rates
Use a dedicated call tracking number on mail outs. This makes it easy to measure call counts from your marketing mail campaigns. At Mudlick Mail we offer a FREE call tracking number and access to a customized call dashboard. The dashboard is password protected and accessible 24/7. You can view calls by date range and geography. You can also listen to the recorded calls to measure customer service skills, enhance employee training and refine your customer intake processes. Our Dedicated Account Managers will proactively listen to calls on your behalf and provide training on phone skills.
Mudlick Mail Call Tracking Dashboard
- Customer Database Matching Helps Understand ROI
Database Matching drills down to show you the actual customers who visited your business and how much they spent as a result of each mailing. This gives you a crystal clear picture of the mail campaign performance.
A simple formula to use when calculating ROI:
ROI = Investment Gain – Investment Cost ÷ Investment Cost
- Penetration Reports Helps Understand List Performance
Penetration Report summaries leverage from the Database Matching by analyzing the various data points to help you make smarter decisions on where to allocate your advertising dollars. It reveals the best areas or postal carrier routes based on response rates and sales. A Dedicated Account Manager will help you determine the best targets for the mailing campaign list to avoid wasted spend and grow business sales.
- Mudlick Mail’s ROI Tool Offers a Seamless Dashboard
ROI Tracking Tool (Proprietary to Mudlick Mail) is one of the unique advantages of mailing with Mudlick Mail. We can link your point-of-sale system to the ROI tool to see real-time returns on both new and existing customers. See dashboard view.
Design to delivery is just the beginning of what Mudlick Mail does for customers. A Dedicated Account Manager will show you how effective direct mail marketing is and the impact it has on your business. Learn more on tracking and measuring direct mail!
Tip: The Data & Marketing Association (DMA) is a great resource for industry benchmarks related to traditional and digital marketing response rates. It allows you to see how your results compare to similar companies and how various direct mail products perform across segmented markets.
- Factors That Influence Direct Mail Effectiveness & ROI
There are a number of factors that can influence direct mail effectiveness and ROI. To maximize your direct mail ROI you should focus on developing a great offer and making sure that you can acquire a list of the highest quality. Focusing on improving your offer and maximizing the quality of your mailing lists will maximize the effectiveness of your direct mail campaigns.
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Compared to emails sent to existing customers, direct mail has 30X
the chance of receiving a response from the customer.
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