Nobody does direct mail just for the fun of it or because they don’t have enough to do. Companies and organizations engage in direct mail activities in order to generate leads and to make sales (or bring in donations). They do it to get results.
It’s unfortunate, however, that many businesses and organizations don’t grasp the importance of measuring those results—or of recording them accurately. What that means is that they don’t really know if their direct mail efforts are paying off or not.