Just like all of your other marketing channels, you need to be able to track the success of your direct mail program. But how do you measure a physical medium? Here are some KPIs worth tracking and how to connect them to outcomes.
Delivery and in-home rate
Most metrics depend on knowing how many pieces actually reached recipients. Delivery rate tracks what percentage of mail landed. In-home rate tracks when it arrived. Both matter for timing follow-up across other channels and for making sure you’re measuring against an accurate baseline.
Response rate
Response rate measures how many recipients take any action after receiving your mail – visiting a website, calling a number, scanning a QR code, or filling out a form. It’s the direct mail equivalent of digital click-through rate.
Conversion rate
How many recipients followed through on your target action? High response but low conversion usually means the mail got your audience’s attention, but the next step didn’t close the deal. Make sure your web or in-store experience delivers on the promise or offer in your mailpiece.
Direct and indirect attribution
There are two ways to measure direct mail: directly and indirectly. While QR code scans and visits to pURLs can be directly tracked, other types of actions are tougher to nail down.
Match-back analysis
Not every response comes through a trackable mechanism. Some recipients convert by searching your brand online or walking into a store. Match-back analysis compares your mailing list against customer transaction records to attribute purchases to campaigns within a defined window, even without a code or QR scan.
Start with your own baseline
Industry benchmarks give you context, but your own campaign history is the most useful reference. Use early campaigns to establish a baseline, then focus on improving it through better lists, stronger offers, and smarter timing.
FAQs
Answered by:
Sam Melero
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