3 Approaches to Measuring Results
When you invest in any marketing effort, you want to know if it’s working. There are many approaches to results measurement, and the right choice for
any marketing campaign will depend on your marketing goals. For numerous marketers, response rates are the first measurement they use. But there
are other measures that are more telling.
Let’s look at three of them.
1. CPL (cost per lead).When you are developing a mail campaign, it’s easy to focus on the price per piece. It’s hard for personalized
mailers to compete with high-volume static mail on a cost basis, but everything changes when you look at what your program costs per lead.
2. CPS (cost per sale).Not all leads translate into sales. To find out what it costs you to actually close a sale, divide the
number of people who make a purchase into your total costs. If only 33% of respondents to the above campaign make a purchase, for example,
your cost per sale is $300 for the static campaign, while for the personalized campaign, it is $25.00.
3. LCV (lifetime customer value).The value of the sale often goes beyond the initial purchase. If personalized communications
woo the buyer of one automaker to another, and if that customer becomes loyal to that brand, the return on investment from that mailing piece
includes the value of every car purchased by that customer over his or her lifetime. This is an important metric for marketers of long-term
purchases, such as automobiles, financial products, and insurance.
The bottom line? Before you measure your results in any print campaign, make sure you understand all of the available measuring sticks, then use
the one(s) that are the most meaningful to you.