How to Measure Your Direct Marketing Results
The purpose of virtually any direct marketing campaign is to generate a profit.
The beauty of a direct marketing campaign compared to other types of marketing is that the results are measurable.
Therefore, as a business owner, you will know if your marketing dollars are being spent wisely.
Other types of marketing, such as billboard advertising, most generic newspaper ads, as well as radio and TV spots often entertain or try to build brand familiarity and brand loyalty.
However, there is no way to measure the effects of these marketing campaigns.
Direct marketing campaigns can be measured because every direct marketing campaign should have at least one call to action where your prospect has to take some specific, measurable action that will take them to the next step of the process.
This call to action might be cutting a coupon out of a newspaper and turning it in when they buy your product.
It could be giving you their name and email in return for some gift you offer for opting-in on your website.
Or perhaps it will be to say "yes" to a buying question when your call center gets in touch with them.
All of these results are measurable.
And when you can measure your results you can modify your actions and perhaps try additional tactics attempting to get even better results.
All of this is part of the attraction direct marketing offers to its participants.
What Can An Internet Based Direct Marketing Campaign Measure? There are many things an Internet based direct marketing campaign can measure.
The two primary measurements would be your response rate and the overall effectiveness of your campaign.
Your Response Rate Many marketers believe that "the money is in a qualified list".
What this means is that as a direct marketer on the Internet your goals are to first motivate people to go to your website and, once there, to opt-in to your mailing list.
You can generate your traffic either through paid advertising or other "free" methods.
Analytic software is available to show you, among other things, how many people visit your site during any given timeframe.
When you compare the number of people who opt-in to your mailing list to the number of visitors to your website you will know the response rate to your opt-in request.
Then, as you email more information to your list, along with other opportunities to buy your product, you can measure how many people open your emails, how much time they spend reading your emails, how many of them buy what you are offering, and more.
This information will indicate the effectiveness of your direct marketing campaign.
It will tell you if it is profitable.
And it will show you what needs to be tweaked to make it even more profitable than it now is.
The beauty of a direct marketing campaign compared to other types of marketing is that the results are measurable.
Therefore, as a business owner, you will know if your marketing dollars are being spent wisely.
Other types of marketing, such as billboard advertising, most generic newspaper ads, as well as radio and TV spots often entertain or try to build brand familiarity and brand loyalty.
However, there is no way to measure the effects of these marketing campaigns.
Direct marketing campaigns can be measured because every direct marketing campaign should have at least one call to action where your prospect has to take some specific, measurable action that will take them to the next step of the process.
This call to action might be cutting a coupon out of a newspaper and turning it in when they buy your product.
It could be giving you their name and email in return for some gift you offer for opting-in on your website.
Or perhaps it will be to say "yes" to a buying question when your call center gets in touch with them.
All of these results are measurable.
And when you can measure your results you can modify your actions and perhaps try additional tactics attempting to get even better results.
All of this is part of the attraction direct marketing offers to its participants.
What Can An Internet Based Direct Marketing Campaign Measure? There are many things an Internet based direct marketing campaign can measure.
The two primary measurements would be your response rate and the overall effectiveness of your campaign.
Your Response Rate Many marketers believe that "the money is in a qualified list".
What this means is that as a direct marketer on the Internet your goals are to first motivate people to go to your website and, once there, to opt-in to your mailing list.
You can generate your traffic either through paid advertising or other "free" methods.
Analytic software is available to show you, among other things, how many people visit your site during any given timeframe.
When you compare the number of people who opt-in to your mailing list to the number of visitors to your website you will know the response rate to your opt-in request.
Then, as you email more information to your list, along with other opportunities to buy your product, you can measure how many people open your emails, how much time they spend reading your emails, how many of them buy what you are offering, and more.
This information will indicate the effectiveness of your direct marketing campaign.
It will tell you if it is profitable.
And it will show you what needs to be tweaked to make it even more profitable than it now is.
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