Craig Simpson says, “Imagine you just spent $3,000 on a direct mail campaign, the mail pieces are out the door, and you’re finished with the whole process. Now it’s back to business, fulfilling all those orders that are about to flood in. There’s nothing more to do with the mailing, right? Wrong.

Now comes one of the most critical parts of the whole operation. Assessing the results of your campaign so you know:

  • Was it worth it to spend the $3,000 in the first place?
  • Of the two versions of sales pieces you tested, which one did better?
  • Which list of names did better?

In other words, you need to start tracking your results. Tracking your mail campaigns helps you understand every element of the campaign so that you can refine everything you do for future mailings. That’s the only way to systematically get better results as you grow your business. I can’t tell you how many companies I’ve talked to who tell me they don’t really know the results of their direct mail campaigns. They have a sense that orders picked up after sending out a mailing, but they don’t have any hard data. And maybe they tried several different sales pieces over the years, but they don’t really know which one did better”.

How to Successfully Track the Results of Your Mail Campaign

Entrepreneur

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