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3 Ways to Measure the Success of Your Postcard Marketing Campaign

3 ways to measure the success of your postcard marketing campaign

Direct mail campaigns, including postcard marketing campaigns, have some of the highest returns on investment in the marketing world. But how do you determine your campaign’s ROI? And once you have that number, what do you do if it’s lower than you had hoped?

Troi Mailing Services is here to help you determine your campaign’s ROI, measure its overall success, and optimize for the future. We have just launched a free online ROI calculator tool. And, as always, our printing and mail fulfillment experts are ready to assist you.

How do you measure the success of a postcard marketing campaign?

There are three main factors to examine. These indicate the success of your postcard campaign. They are:

  1. The “Break Even” point
  2. The Response Rate (or Conversion Rate)
  3. The Return on Investment (ROI)

The “Break Even” Point

The first thing to consider when measuring the success of your postcard marketing campaign is: did you break even?

You can calculate the “break-even” point by dividing the total campaign cost by the profit per order. Almost all direct mail campaigns comprise four costs: design, postcard printing, postage, preparation, and distribution. You determine the profit per order by subtracting the product’s cost from the amount sold.

When launching a marketing campaign, breaking even is the bare minimum. Ideally, you want to be making a profit. If you just manage to break even, all it means is that you haven’t lost money. But you also haven’t gained any.

A successful postcard marketing campaign sails past the break-even point into the profit zone. Once you reach the break-even point, all additional revenue is profit. Consequently, looking at the break-even point and subsequent profit is significant when determining a campaign’s success. It’s a tangible measurement used to determine whether the investment in the postcard marketing effort was successful.

The Response Rate (or Conversion Rate)

The response rate (also known as the conversion rate) is another fundamental metric in measuring the success of a postcard marketing campaign. It refers to the percentage of recipients who take the desired action after receiving the postcard. This action could be purchasing something, signing up for a newsletter, going to your website, visiting your store, or downloading a coupon.

Whatever the goal of your postcard campaign is, whether it’s sale conversion or customer acquisition, the response rate measures its success. It provides direct insight into the effectiveness of the campaign.

A higher response rate signifies that you’re going in the right direction. Conversely, a low response rate necessitates a reevaluation of the campaign elements. If something fails to incentivize recipients, examine the design, messaging, offers, or strategic targeting so you can fine-tune your strategy.

There are several ways to track this metric. For example, you can use unique QR codes, personalized URLS (PURLS), dedicated phone numbers, or ask customers to bring the postcard when they shop at your store. Thanks to modern technologies, tracking response rates is easier than ever. Ask Troi Mailing Services what tools you can use to monitor the response and engagement from your specific campaign.

You can calculate the response rate by dividing the orders received by the number of postcards mailed and then multiplying by 100 to get the percentage.

The Return on Investment (ROI)

The return on investment (ROI) is the critical metric for determining the success of a postcard campaign. Essentially, it quantifies what you gained versus what you invested. It is the easiest way to gauge your campaign’s success from a dollar and cents standpoint.

To calculate the ROI, you must consider the costs (design, postcard printing, postage, preparation, and distribution) against the gains (the sales generated from the campaign).

The equation looks like this: subtract the total campaign cost from the total profit, then divide that number by the total campaign cost. Multiply by 100 to get the percentage.

As with the response rate, you must include a trackable element on the postcards to determine the ROI. Otherwise, it’s almost impossible to discern which sales are from your direct mail campaign. Instead of painting a crystal clear picture of your campaign’s success, the ROI becomes murky and unreliable. Including a QR code, personalized URL (PURL), custom phone number, or promo code is the easiest way to track the campaign’s results.

Tips for a Successful Postcard Marketing Campaign

If your direct mail campaigns are short of success, there are things you can do to improve your results. The experts at Troi Mailing Services are here to assist you. We understand the ins and outs of printing and postcard mail campaigns so we can best optimize your marketing efforts.

Here are a few tips:

  • Personalize the design, images, and message of your postcards.
  • Implement targeted segmentation and tailor your mailers accordingly.
  • Hone in on smaller audience segments to improve conversion rates.
  • Use effective designs that bolster your message.
  • Improve your credibility with a professional postcard printing service in Toronto like Troi Mailing Services.

Measure the Success of your Postcard Campaign with T-ROI

Troi Mailing Services has launched a free online measurement and analysis tool for your direct mail campaigns. Not only do we offer in-depth explanations of the three metrics that reveal the success of your campaign, but we also have an ROI calculator. It makes it easier to see if your campaign was a success or a flop.

Using Troi’s ROI calculator (T-ROI) under our Resources section, enter your costs, the sale price of your product, and the cost of your product. It generates your total campaign cost and profit per order. Then, input the number of orders received and the number of pieces mailed. It will then calculate your break-even point, response rate, and targeted return on investment.

Visit our website anytime to use this free tool. If you’re unsatisfied with the results of your campaign, contact Troi Mailing Services for expert advice, professional postcard printing, and mail fulfillment.

Postcard Printing and Campaign Fulfillment in Toronto

Troi Mailing Services is your one-stop shop for all your direct mail needs. We offer high-quality postcard printing, ensuring that your mailers make a positive and lasting impression on recipients. Additionally, we provide mail fulfillment and analytics so you can understand why your campaign was successful.

To learn more about postcard printing in Toronto, call Troi Mailing Services at 1-866-486-9350 or contact us online.

About: Seamus Barton
Seamus Barton - Author
Seamus Barton joined Troi Mailing Services in 2014 after graduating from York University with a Bachelor’s Degree in Professional Writing. As a manager of print and direct mail solutions, he sees how words play an important role in personalizing any experience. Seamus’ passion for writing motivates him to provide frequent direct marketing content that supports each Client’s individual needs. Please chat with Seamus about commercial printing and direct mailing campaigns, or about how to marry digital and physical strategies for optimal Smartmail Marketing success.

You can connect with Seamus on LinkedIn or by calling Troi Mailing Services at 1-866-486-0423 or via email at Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster

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