Measuring the Results of Your Direct Mail Campaign
Apparently, no one read the memo about tracking the results of their direct mail campaigns. A free e-book entitled "Pitney Bowes Small Business Survey" compares the different marketing strategies run by small businesses. ... A glaring statistic about direct mail is that 80 percent of the participants do not track down the results produced by their respective campaigns. There is still a sizable number of businesses that primarily employ direct mail for marketing purposes (22 percent), a segment that values customer response as a metric to determine the success of their direct mail campaign.