The Modern Marketer’s Guide to Direct Mail Analytics & Testing

Modern omnichannel campaign management requires more time, money, and effort than ever before. Data-based decision-making is the only intelligent way to drive results, and your team needs to be pulling insights from every viable source. In this guide, you will gain an in-depth understanding of modern direct mail marketing analytics and testing criteria that will provide you with the knowledge you need to confidently experiment, optimize, and create response-driven omnichannel campaigns.

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Key performance indicators to measure direct mail effectiveness

Just as there are different goals for retention, acquisition, and referral marketing, there are different key performance indicators (KPIs) to measure the effectiveness of direct mail.

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Experimenting and testing direct mail campaigns

As marketers we are always testing. Testing and experimentation allows you to take calculated risks that enable you to learn and then rollout campaigns based on information and data instead of guesses.

Optimizing your direct mail campaigns

As you test campaigns and track results, you’ll begin to develop optimal strategies for your direct mail campaigns. Each test will fill in knowledge gaps, and help you build smarter campaigns.

Want quick-to-adapt best practices for your marketing strategy? Get connected with a Lob expert today.