Question
What are the most important direct mail statistics for planning a campaign?
Answer
A few core metrics drive nearly every planning decision. Track these and pair them with your economics to know whether mail makes financial sense.
| Metric | What it tells you |
|---|---|
| Response rate | How compelling the offer and list are |
| Cost per acquisition | What each new customer costs to win |
| Return on investment | Revenue earned against total spend |
- House lists typically respond at a much higher rate than prospect lists.
- Compare response against your average customer lifetime value to judge viability.
- Study high-performing mailer designs for layout and offer ideas.
When the lifetime value comfortably exceeds the cost per acquisition, scaling the campaign is the right call.
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