How do you measure ROI of a postcard marketing campaign?

Measuring ROI comes down to comparing what you spent to what the campaign earned. Add up every cost, subtract that from the revenue responders generated, then express the result as a percentage of your spend.

• Total your costs: printing, postage, design, and the mailing list.
• Find net gain: subtract total costs from revenue driven by responders.
• Calculate: divide net gain by total costs, then multiply by 100 for the ROI percentage.
• Attribute accurately: use unique URLs, QR codes, or dedicated phone numbers to tie sales back to the postcard.

The median direct mail ROI sits around 29 percent, and postcards often beat that thanks to their lower production costs.