Do your mail campaigns perform to their potential? Are you sure? There are many variables involved in a piece of direct mail, and if asked, most would not be able to identify exactly what it is about their mail that makes it a winner—you know, the special sauce that got the customer’s attention and ultimately made the sale. On the flip side, when a campaign underperforms, who doesn’t want to know, with some certainty, what went wrong?
Skilled marketers know that there is an art and a science to effective mail. Those who get the best results are constantly evaluating and tweaking their approach. There are proven techniques and formulas that can help you to determine what is working, what is not working, and what you need to do to make each and every mail campaign outperform the last. In Book 3, Track & Measure, Trish Witkowski will teach you the essential skills behind testing, tracking and measuring the results of your direct mail campaigns.
Be sure to check out the first two books in the Direct Mail (Simplified) series, Design Great Mail and Optimize Format, for a complete start-to-finish picture of winning direct mail!
- Gain insight regarding the approach and frequency of your mail campaigns
- Learn about different direct mail testing techniques, and determine which ones apply to you
- Discover tracking methods and how to use them
- Understand campaign measurement, both mathematically and strategically
- Quick reference formulas for ROI, response rate, breakeven, cost per acquisition, conversion rate and more.
About the Author
Trish is an award-winning designer with extensive experience in marketing and collateral design, POP, packaging and direct mail. She holds a bachelor of fine arts degree in graphic design and a master of science degree in Graphic Arts Publishing from Rochester Institute of Technology’s School of Printing Management and Sciences (now the School of Print Media). She held the position of creative director for a Baltimore-based agency for six years, and has taught design and desktop publishing at the college level. Trish has a specialized expertise in the area of folding and finishing and is the creator of the FOLDRite™ brochure folding system.