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In this issue: Direct Mail - Measuring Success

Rich Enterprises, Inc provides marketing services to companies seeking new business growth. Our services help companies increase their sales pipeline with new prospects and long term customers.

Our services can include appointment setting, lead generation, and business development through cold calling telemarketing.


Direct Mail - Measuring Success

This article is Part 3 of a 3 part series.

How to Measure Your Direct Mail Successes

In our past two articles, we've discussed direct mail campaigns. We talked about why direct mail is still an effective tool to communicate with your audience, and techniques to make your direct mail campaigns effective. In this issue, we take direct mail campaigns one step further and discuss how to measure the success of your direct mail campaign.

You can objectively measure your direct mail campaign's success. You don't have to hire an outside firm to do this. The easiest way to evaluate your direct mail campaign, also the "quick and dirty" way, is to calculate your costs. You can calculate your costs per piece mailed, the cost per each lead obtained, or the cost for each new account opened.

I believe a more meaningful and accurate measurement is calculating 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.

There are no exact rules or guidelines that I am aware of which apply to direct mail campaign ROI calculations. That's because the values used in your "lifetime value" calculations will vary. Your values will depend on your product, industry, target market and other factors unique to your business.

I believe the ultimate test of your direct mail campaign's success is deciding if your prospective customers will spend enough money to justify your 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.


About Rich Enterprises, Inc.


Melissa Landis
Rich Enterprises, Inc.

Rich Enterprises, Inc. was founded in 1999 on the premise that businesses must not only maintain, but must always seek new revenues and opportunities in order to succeed.

Our sales team is anxious to provide information about products, pricing, and answer your questions. Rich Enterprises, Inc. is responsible for a wide range of sales outsourcing services and looks forward to creating a sales solution and program that best suits your needs.

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