As we know, “direct response” mail is easily measurable. People either respond, or they don’t respond. They are “in” or “out” on your offer to reply. Direct mail doesn’t rely on brand awareness estimates or name recognition to boast success.
However, keep in mind the key underlying factor: A successful response returns a profit. So don’t chest bump your CEO for a 3% return, when you need a 4% to make a profit. Conversely, there is no shame in a 2% response if 1.5% adds to your bottom line.
Remember to measure your direct mail success by it’s effect on YOUR bank, rather than your phone bank.