In my previous Creative Latitude article, "Using Postcards to Promote Your Design Studio," I offered an overview of the postcard marketing process.

Now it's time to talk about measurement. As in, measuring the results of your postcard marketing efforts.

Why should you be doing this? Because management without measurement is nothing more than guesswork.

But measurement means crunching numbers, and that can get awfully tedious. Which can make you want to avoid the job altogether.

Fortunately, you're the proud owner of a machine that is very good at crunching lots of numbers in a hurry. It's your computer, and I think you'll enjoy turning it loose on the Postcard Marketing Return on Investment Calculator. Give the ROI Calculator a try.

You can plug in numbers from a recently concluded postcard marketing campaigns, or for one you're planning, and the ROI Calculator does the math for you.

While you're running your numbers through the ROI Calculator, you're probably wondering, "What is a good rate of return?"
That's an excellent question. Let's devote some time to it...

A "good" rate of return

The "industry standard" of direct mail marketing success is a 1-2% response rate. In other words, if you send out 10,000 pieces, you'll have a successful mailing if at least 100 recipients respond to your offer. (One percent of 10,000 is 100.)

However, I take a different viewpoint. I say that any return in which revenues exceed expenses is a positive return.

And for small business people selling services that take time -- such as Web or graphic design, photography or computer programming -- this is especially true.

So, there you have it. Two very different perspectives on direct mailing success. To help you remember these perspectives, let's give 'em a couple of catchy names:

The "Playing the Percentages" Perspective. This is that "industry standard 1-2% response rate on your mailings" perspective you've heard so much about. This is the yardstick favored by businesses that are sending large quantities of direct mail to sell mass market products.
For example, if I own a pizza parlor, and I'm doing a "use this card for 10% off on your next order" mailing to all residences within a three-mile radius of my business, I might have a mailing list of 10,000 names.
You better believe that I'm going to watch that overall response rate like a hawk, and I'm going to be looking at precisely where those hungry customers are coming from. If most of them are coming from a handful of apartment complexes next to a college campus, I'll know to send my future mailings to those complexes.

The "You Only Need A Few" Perspective. This is the one for those One-Man (or One-Woman) Bands who are selling services that take a fair amount of time. Like, for example, Web design, graphic design, photography or customized computer software applications.
For these folks, a handful of new or repeat clients from a postcard mailing is quite enough.

Learn more about postcard marketing and promotion with Martha's
Postcard Marketing Secrets, a downloadable PDF manual, jam packed with great information. Click here to order your copy.

©2003, Martha Retallick