Marketing and Direct Mail Tips

10. Backend analysis

Track responses to determine your return on investment and see what worked and what didn’t. Code your response device for each list or each version. For phone or web response use different phone numbers or web addresses for each list. Analyze the responses:

  • Mine the best intelligence from your response.
  • Update your donor list.
  • Drop lists that don’t perform and add to those that do.
  • Evaluate your ROI.
  • Find response trends to improve the ROI for future campaigns.
  • Improve your offers and creative to maximize response.
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