Let’s face it: Not every mailing you send out will be an unmitigated success. There will be times when you simply don’t get the results you hoped for. But that doesn’t mean that you should simply turn your back on that effort and never think about it again.
When you track your direct mail results (and you need to make sure you’re doing this!), don’t focus exclusively on the numbers. Sure it’s important to measure response and revenue and return on investment. You should do that. (By the way, if you’re looking for ways to record responses this post has helpful suggestions for tracking of direct mail campaign results.)