Once the mailing has gone, the responses are in and you have closed the sales - it is time to determine whether the campaign was a success.
With appropriate planning at the beginning and setting clear objectives it will be easier to compare your campaigns performance to the targets you set.
When assessing the success of the campaign, remember to:
Wait long enough for all responses to stop - some responses can arrive weeks after the mailing was sent!
Wait for all sales to close. If you are selling high value items it can sometimes take months to close the larger deals which can often mean the difference between a failed campaign and a highly successful one.
Consider the life-time value of the customer you just acquired. They may have purchased some software for £1,000 to start with but if your customers generally stay with you for 3 years and spend an average £5,000 per annum then their value to you as a business is much higher than the initial £1,000.
Regardless of whether your campaign was a success or failure, you should ask yourself "Can we do better next time?"
Look for answers to questions like:
If you can answer these questions then you are in a great position to improve your direct marketing performance on the next campaign!
To discuss your specific requirements in more detail simply send us your direct mail questions or call 0208 757 8953
"Follow effective action with quiet reflection. From the quiet reflection will come even more effective action.
- Peter F. Drucker