How Should Direct Mail Be Measured? 

When it comes to measuring the effectiveness of your direct mail campaigns, there are several key metrics that you should look at. The first is the revenue generated per mailpiece. This will give you an idea of how effective your direct mail campaign is in converting your prospects into customers. Other metrics include the response rate and the conversion rate.


(Towne Mailer, the best direct mail provider!)

Cost per action 

The cost per action of direct mail is an important consideration when planning your direct marketing campaign. Direct mail marketing campaigns include several components, including copywriting costs, mailing lists and audience data, design, and printing. This cost depends on the size and complexity of the campaign, as well as its format and content. 

Cost per action also called cost per acquisition, is a way of measuring the success of a marketing campaign. It takes into account the cost of each action, such as a sale, newsletter signup, or app download. It is calculated by dividing the cost of an ad campaign by the number of actions that the ad generates. 


An ROI calculator is a great way to determine the impact of a direct mail campaign. This tool will let you input response rate and other variables to determine the amount of money your campaign has generated. It will then give you a return on investment. This type of calculator helps determine whether direct mail is a good marketing investment for your company. 

Using the right direct mail campaign can help your business achieve higher ROI than you would from other media. This is because direct mail has a longer copy, which tends to answer more questions and leads to a higher commitment to the proposition. In addition, direct mail can be very affordable compared to other forms of marketing. 

Response rate 

One of the most important metrics to monitor when preparing for a direct mail campaign is the response rate. This number indicates what percentage of a targeted audience responded to the mail campaign. The response rate can be calculated by using tracking methods and dividing the number of mail pieces sent by the number of responses. The response rate for a direct mail campaign can be up to 30 percent higher if the mailing is addressed to a specific customer segment. 

Although the response rate for direct mail varies by industry, it is still a highly effective marketing tool. The average response rate for a household list was nearly nine percent in 2012 and was nearly four percent for a prospect list. And this rate has been steadily increasing year after year. Regardless of the industry, people tend to respond to direct mail pieces because they feel personal. It is this personalized nature of the mail piece that makes it more appealing to the recipient and encourages more responses than a standard email. 

Conversion rate 

The conversion rate of direct mail is the percentage of potential customer who makes a purchase. Although most consumers don’t buy immediately after receiving a piece of direct mail, this number can be very helpful in determining the success of your marketing campaigns. A good conversion rate is typically between one and three percent, but a better conversion rate is closer to fifty percent. 

Direct mail is an excellent choice for businesses in many industries. A high open rate and personal touch make it an effective way to reach potential customers. However, tracking the responses of direct mail is never an easy task. 

Order rate 

To measure how effective your direct mail campaign is, you need to monitor the number of orders placed. The conversion rate is the percentage of people who become paying customers during your campaign. If the conversion rate is high, you know you’re doing something right. If it’s low, your potential customers may not be interested in your offer. By benchmarking your results against those of your competitors, you’ll be able to determine your competitive advantage. 

Another important metric to track is the response rate. Response rate refers to the number of people who replied to your direct mail piece. You can calculate this by dividing the number of respondents by the number of pieces sent. Then, divide that number by 100. For example, if you sent out 150,000 pieces of direct mail, you might get 5,000 responses. Of these responses, 3,000 are likely to be interested in purchasing. The remaining two percent may not be interested in buying. This is known as the qualified response rate.