Direct Mail 101: Part 5 of 5 – Mailing and Measuring for Success

Once your mailpiece is designed and ready to go, it’s time to send it out, then measure the success of the mailpiece. In this video, we’ll explore the best mailing options for your needs, as well as the best ways to track your campaign.

First, take stock of your mailing options. Specialized presort software can help make the process easy and efficient, allowing you to quickly sort addresses and figure out what kind of pricing you qualify for. There are also free online tools, such as the Intelligent Mail for Small Business (IMsb) Mailers Tool from USPS.

Need more hands-on help? Mail service providers (MSPs) can handle every step of the process, beginning with the creation of your mailpiece to drop-off at a Post OfficeTM facility.

Once your direct mail is sent out, it doesn’t end there. You’ll also want to decide on the best ways to track it, so you can measure the overall success of your campaign. Establishing some key performance indicators (KPIs), such as customer response rates, can help you see how many customers are engaging with your mailpieces.

In addition to analyzing how many people are responding to your mail, you can also look at conversion rates—in other words, the number of people taking action as a result of your mailpiece. Are customers using promo codes you provided within the mailpiece, for example?

These two simple KPIs will help you calculate customer acquisition cost (CAC). The formula for this is easy: Simply divide the total cost of your direct mail marketing campaign by the number of new customers it brought in.

Once you’re finished with this video, you can catch up with the first four videos in the series here:

Direct Mail 101: Part 1 of 5 – Introducing Direct Mail: youtube.com/watch?v=jeCV2HeDeh8

Direct Mail 101: Part 2 of 5 – Defining Your Target Audience: youtube.com/watch?v=aGi78dBXG1M

Direct Mail 101: Part 3 of 5 – Creating Your Mailing List: youtube.com/watch?v=H4k_TIR2FrI

Direct Mail 101: Part 4 of 5 – Creating and Prepping Your Mailpiece: youtube.com/watch?v=HwzLVbrjMUE

And be sure to dive deeper into everything we’ve covered by exploring the comprehensive Beginner’s Guide to Direct Mail tutorial: uspsdelivers.com/a-beginners-guide-to-direct-mail

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