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To: Mama Bear who wrote (112006)	11/20/2000 6:35:46 PM
From: Glenn D. Rudolph	Read Replies (1) \| Respond to of 164684

Barb, One more questions. Is this high quality high gloss paper?

To: Mama Bear who wrote (112006)	11/20/2000 7:06:36 PM
From: Glenn D. Rudolph	Respond to of 164684

Fact: Every campaign is unique, and response rates will vary with each mailing. Measuring the response to a campaign is so tricky that many people simply don't do it at all. Consequently, people are left with vague ideas about the success, or failure, of their mailings. Without measuring response, you risk wasting money and losing sales. To help increase the response to your next mailing, pay attention to these three important factors: Campaign Goal What is the goal of your campaign? Do you want to generate leads? Close sales? Raise awareness? Drive traffic to your store or Web site? Establish a baseline and track responses against that baseline. For example, determine the average number of calls that you receive per month, and compare that number to the number of calls you receive immediately following your mailing. Alternatively, if you take orders through your Web site, your mail piece can ask customers to enter a discount code when placing their orders by which you can track the sales associated with your mailing. Your Mailer Here is where testing really plays a crucial role. Without testing the offer, creative or list, you will never know if the campaign's success was due to a compelling offer, eye-catching graphics, enticing copy with a strong call to action, or a great list. Conversely, without testing, you will not know which aspect of your campaign needs improvement if you receive a less-than-desired response. Campaign Cost Take the total cost of your mailing (including creative, printing, and postage) and divide that figure by the revenue generated from an average sale. That will tell you how many sales you'll need to make in order to break even and cover the cost of your mailing. For example, if the cost of your mailing campaign is $1000, and your average order is $50, you will need to make 20 sales in order to recover the cost of your mailing. In some cases, however, you may be willing to send out a campaign without breaking even or showing a profit if it means generating qualified leads to whom you can sell again and again.