Direct mail campaigns how to#

A key benefit of mailing to the same list more than once is an increase in ROI due to a decrease in cost per piece. If you drop mail in multiple waves, it gives your target audience several opportunities to get more familiar with your product or service without overwhelming or annoying them.ĭirect mail impressions can be used to calculate the average number of 'exposures' a customer needs to take action. Frequency builds relationshipsĭirect mail impressions are an important metric when it comes to tracking your ROI. With these numbers, you can then calculate response rates and ROI more accurately. It’s an ideal figure because it's simple and consists only of those who know about your product or service. The number of times your target market becomes aware that you’re advertising a product or service is the most critical metric to measure when determining overall awareness for a particular campaign. But all too often companies overlook the basics and try to plunge into more detailed data without a foundational understanding of what's happening. There are dozens of angles from which we can look at the value of a direct mail campaign. The value of direct mail impressions as a metric Now that we've distinguished reach from impressions, let's look at impressions. Impressions make up a large part of the total amount spent on direct mail and represent actual visibility and brand awareness. Marketing impressions can also be called exposures or views. Marketing reach is the number of people who were exposed to your message, and marketing impressions are the number of times they were exposed. What's the difference between reach and direct mail impressions?

Direct mail campaigns how to#

In this article, we'll take a deeper look at DMIs and how to determine whether you're getting the most out of your direct mail campaigns.

One of the most important metrics that will help you understand the effectiveness of your next campaign is direct mail impressions (DMI). Using direct mail metrics, you can find out exactly how effective your campaign is and make optimizations based on your findings.

60% say their company’s methods of measuring ROI are more reliable than typical methods.

86% believe their company can determine the ROI of its direct mail efforts and accept that typical methods used to measure it are generally reliable.

The 2022 State of Direct Mail report cites that:Ĭampaign effectiveness is measured with a variety of metrics with revenue and ROI leading the pack. In the past, measuring the impact of direct mail was a challenge but we now have more sophisticated tracking abilities and KPIs. in fact, 67% agree that direct mail shows the best ROI of all the channels their company uses today. Direct mail has been proven to deliver significant ROI for marketers.