Join Trish Witkowski for an in-depth discussion in this video Measurement formulas, part of Learning Direct Mail Strategy.
…Measuring the success of a campaign is about more than…just looking at the response rate or a jump in sales.…Measurement involves many things and includes determining…whether the campaign actually met your objectives.…Where tracking can be pretty…straightforward and literal, measurement can…have a steeper learning curve, but if you work hard…to implement measurement techniques you can learn a lot about…your customers and about the effectiveness of your marketing methods.…Perhaps most importantly good measurement…data gives you valuable, tangible proof to back you up, when someone wants to…challenge your results, or tries to allocate…your marketing dollars to a different channel.…
Knowing the formulas is half the battle.…So I'm going to take you through several…of the most common formulas for measurement.…I'm going to start with cost per piece.…This is an easy one and an important one, too.…This calculation puts everything in perspective and will…help you with other calculations down the line.…First, out of all the expenses…
- Defining the mailing list
- Keeping your mailing list up to date
- Creating the offer
- Formatting strategies
- Using special packaging like varnishes, stamps, and stickers
- Leveraging technology, such as variable data printing
- Adding an Intelligent Mail barcode
- Green mail strategies
- Tracking and measuring results from your direct mail campaign
Skill Level Beginner
Learning Print Production (2012)with Claudia McCue4h 26m Beginner
Print Production: Spot Colors and Varnishwith Claudia McCue1h 57m Intermediate
1. The Audience
2. The Message
3. The Format
5. Leveraging Technology with Mail
6. The Environmental Argument
Green mail strategies4m 51s
7. Testing, Tracking, and Measurement
Next steps1m 36s
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