TL;DR:
A direct mail campaign shouldn’t end when the postcards go out. Tracking your results is what turns mailing into marketing. With the right setup—promo codes, unique numbers, QR codes, and clear data—you can calculate what’s working, what’s not, and how to increase your ROI on every campaign.
1. Start with Strategy
Before you send your first mailer, build in the tools you’ll need to measure success. Tracking starts at the planning stage.
Here’s how to make your results measurable:
- Unique promo codes: Give each campaign its own code so you can directly link purchases or sign-ups to that mailing.
- Dedicated phone number: Use a campaign-specific number instead of your main business line. If that’s not possible, make sure your team knows the campaign details and records which calls or sales come from it.
QR codes and personalized URLs: These are quick bridges from print to digital. A QR code that leads to a campaign-specific landing page makes it easy to track engagement and conversions.
Direct mail’s biggest advantage is measurability—if you plan for it upfront.
2. Interpret What the Numbers Tell You
Once your campaign runs, you’ll start seeing results. The key is understanding what those numbers actually mean.
Response Rate
Measure how many people responded compared to how many mailers you sent.
Formula:
(Responses ÷ Total Mailers) × 100
Example:
If you mailed 5,000 pieces and got 37 responses, your response rate is 0.74%.
For reference, average response rates are about 5.3% for in-house lists and 0.7–1% for prospect lists.
Conversion Rate
Of those who responded, how many actually became customers? That percentage shows how well your campaign is converting attention into revenue.
Cost per Acquisition (CPA)
How much did it cost you to gain a single customer?
Formula:
Total Campaign Cost ÷ Number of New Customers
Example:
If you spent $3,300, got 37 responses, and 15 conversions, your CPA is $220.
That means each new customer cost $220 to acquire—worth it if your customer lifetime value is significantly higher.
Setting CPA goals before each campaign helps you define what “success” looks like and optimize for it next time.
3. Keep Improving with Every Campaign
The real value of tracking isn’t just the data—it’s what you do with it.
Each campaign gives you insight into:
- Which offer or creative performs best
- What kind of list brings stronger responses
Where your CPA and ROI can improve
Direct mail remains one of the most measurable channels available. With consistent testing and tracking, you can refine your strategy and grow your returns campaign after campaign.
Ready to See Real Results?
At Plum Direct Marketing, we help businesses turn direct mail into a predictable, trackable source of leads and sales. From campaign setup to design, tracking, and analysis, our team makes every mail piece count.
Contact us to plan your next campaign—or call 1-800-992-9663 to speak with a marketing advisor.
