Let's face it: sequels stink. I'm here to change that stereotype with next part of "The Future of Direct Marketing" (that's a big claim...this better be good).
In the last post, I discussed that the most preferred means of communication to your customers (BY FAR), is direct-mail. So now that we know direct-mail is the best way to reach your customers, you have to know how to measure Return On Investment.
Check it out in the graph, respondents were asked what they used to track the ROI on direct-mail programs.
I should also mention that respondents said a good response rate is a whopping 12.6% and a poor response rate as 8.3%. This is a huge jump from the average 2% response rate of recent past.
You know where I got this stuff, but I've got to say it anyway: The PERF Report - http://www.psda.org/education/perf.aspx.
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