We recently discussed the benefits of a targeted mail list. Now, let’s talk about how you can measure the effectiveness of direct mail.
Whenever an ROI measure is needed for a campaign, marketers should start by defining the target audience and identifying a second group of households that are similar to the target households receiving the marketing. This group is called a control group, and it should be identical to the target group except this group doesn’t receive the marketing. The purpose of identifying this group is to compare them with the marketing group to see if the marketing group’s behavior is demonstrably different due to the marketing.