When strategically integrated with digital tactics Direct Mail is a viable option AND its ROI can be measured!
Digital is our thing, but River Avenue Digital knows that it takes a holistic marketing approach to make an impact no matter what your goals are. We often incorporate off-line tactics as part of our campaigns and understanding how to calculate the return on the client’s investment is critical.
The goal of measuring Direct Mail as a channel is to identify whether the investment in the program is generating a satisfactory return. Return can be measured as revenue or completion of customer objectives (contact forms, phone calls, etc.). The best way to measure this impact is via a list management process where the audience that completes the goals can be matched up with the audience in the Direct Mail list.
The method we use to measure the performance of Direct Mail is to by testing whether the Direct Mail piece affected customer behavior. This can be done via a randomized selection of a control group vs. an experiment group. We recommend that the control group consist of a random sample of 10-20 percent of the list. For Direct Mail, this is very effective because of the highly targeted nature of the campaigns.
Our analytics consultants developed the following methodology:
Let River Avenue Digital develop a marketing plan that drives results. Contact us today!
Arjun dreams of attribution models and wRC+. He is a digital marketing analytics whiz and you can follow his musings at @iamarjunkumble.