![]() ![]() (Source: Gallup).ģ9% of consumers are more likely to try a business for the first time due to direct mail they've received in the form of an advertisement. (Source: Direct Marketing Association, DMA).ģ6% of consumers under 30 look forward to checking their mailboxes every day. ![]() ![]() (Source: Gallup).ħ0% of Americans say direct mail is more personal than digital forms of advertisement. (Source: Bizo and Epsilon).ĩ5% of 18-to-29-year-olds have a favorable response to receiving direct mail. In a similar report, it was revealed that direct mail received a 4.4% response rate, compared to 0.12% for email. (Source: Direct Marketing Association, DMA and Association of National Advertisers, ANA). This trend was first noted in 2003, and the results have maintained going into 2020. Retention Rate without Direct Mail) / Avg.Compared to email, paid search, online displays, and social media, direct mail has a response rate that is 91.18% higher. To determine a change in retention rates from a direct mail marketing campaign or program, use the following formula: SC: The number of customers at the start of that period NC: The number of new customers during that period Customer Retention Rate = ((EC-NC)/SC)*100, where:ĮC: The number of customers at the end of a period.Use this formula to calculate your retention rate: Retention rates are the percentage of customers your organization maintains throughout a specific time period. To determine a change in close rates from a direct mail marketing campaign or program, use the following formula: Close Rate = Customers Generated / Leads in Pipeline.Here is a simple formula to calculate your close rate: Conversion Rate without Direct MailĬlose rate is the number of prospects that become customers in comparison to the number of leads in the pipeline. Conversion Rate without Direct Mail) / Avg. (Conversion Rate with Direct Mail-Avg.To determine a change in conversion rates from a direct mail marketing campaign or program, use the following formula: ![]() Conversion Rate = Number of Customers Generated / Responses.Use this formula to calculate conversion rates: Response Rate without Direct MailĬonversion rates are the percentage of prospects that converted into paying customers during a campaign. (Response Rate with Direct Mail-Avgerage Response Rate without Direct Mail) / Avg.To determine a change in response rates from a direct mail marketing campaign or program, use the following formula: Response rates can be calculated by this simple formula: Response rates are the percentage of people who respond to your direct mail sends. At the end of the day, whether you’re hoping to achieve an increase in pipeline or improve contract values, knowing the business outcomes you’d like to achieve will guide your direct mail campaign strategy. “Execute 20% more meetings in Q1” is an example of a quantitative goal.ĭetermining your direct mail marketing KPIs will help your organization understand what benchmarks you have to hit to be successful. From there you’ll be better equipped to set quantitative goals. Before starting any campaign, measure relevant program metrics to define your baseline. Afterall, accomplishments can be interpreted differently at every organization, and even between departments. It’s important to take stock of how your current programs are running to understand how “success” will be defined. Some qualitative direct mail campaign goals may be: Goals will ensure every member of the team is centrally motivated, and will also enable you to accurately measure performance. Setting campaign goals is critical to achieving success with direct mail. ![]()
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