How to measure the success of your direct marketing campaign
By Tony Sham
Measuring the success of direct marketing campaigns (Microsoft Word)
In a world of fan bases, follows and likes, the rules and measurements of direct marketing have changed considerably.
So, what are the benchmarks against which you can measure the success of a direct marketing campaign in the current media landscape?
Going back a few years, it was a given that you would measure the success or failure of a marketing campaign by the resulting sales that were made.
Today however, the game has changed, and if your measurement criteria are based on sales then you’re missing an important point:direct marketing is also about building relationships with your current and future clients.
Immediate and future needs
Unlike tra...