From the course: Direct Mail Marketing
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Making informed decisions
From the course: Direct Mail Marketing
Making informed decisions
- [Presenter] Now it's time to talk about tracking the campaigns and evaluating the return on investment. Tracking and evaluating your direct mail results is why direct mail is such a good choice. Well, it's one of the reasons. And being wise with marketing dollars is only possible when you have facts. Tracking, benchmarking, and improving allows you to make informed decisions about your marketing, and tracking allows you to save money. And knowing what doesn't work will help you know how not to waste your money. And if you're like me, I don't like to waste money. And it really bothers me when we do a campaign and we get nothing out of it, but we have to be patient. Like I've said before, you can't expect to have 20% response rate on every mailing. In fact, the average is, sad to say, like 1 to 2%. Now, our goal is to do better than the average, and we definitely strive to do that as best as we can. And we also need to…
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