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Campaign Performance (It’s all R.O.I.)
Return on investment (R.O.I.) is the most important measurement of your direct mail campaign’s success. While other media focus on “impressions”, exposure and brand awareness, direct mail is all about RESULTS.
Calculating Your R.O.I.
A direct mail piece with a genuine “call to action” and sent to a properly selected target market should produce a return of 7 to 10 times the investment.
Example:
4 Day Sales Event
15,000 pieces sent to local area residents
Investment - $5,100
Projected R.O.I. of $40,800 to $51,000 to be judged successful
(It is not unusual for programs to generate even higher rates of returns)
Improving Your R.O.I.
Spectrum believes in the process of continual improvement and taking good campaigns and making them GREAT! Every direct mail program run can give additional insights into what drives customers to respond and how future campaigns can be modified to generate even stronger responses.
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