Testing Effectiveness Of Direct Mail Campaigns

When launching a direct mail campaign, one of the most critical components is to develop an efficient way to measure campaign effectiveness. This will enable you to determine cost-per-lead and cost-per-sale calculations and identify how good your mailing list is.

By far, the two easiest ways to measure effectiveness are coupons and web links. For local businesses, coupons tend to be more effective however, web-based analytics a far more detailed. By using the free Google analytics suite (http://analytics.google.com) a webmaster can obtain detailed daily statistics including total page views, geographic origins of each view and time spent per page or per visit.