How often should I review direct mail statistics for my campaigns?

Review the numbers on two rhythms: right after each drop and again on a quarterly rollup. The per-drop check catches what to fix now, and the quarterly view reveals the patterns.

• After every drop: log response rate, cost per lead, and conversion rate for that mailing.
• Quarterly: compare drops to see which formats, stocks, and audiences win.
• Over time: the data shows which messaging and paper choices consistently perform.

This cadence keeps each campaign learning from the last, so your response rates trend up instead of staying flat. Treat every mailing as a data point in a longer optimization.