Reach customers with direct marketing – measure efficiency with KPI
KPI Name: Direct Mail Balanced Scorecard Metrics
Related KPIs: Web Investment, Brand Evaluation, Marketing, Content Management, Trade Show, Conference, Word of Mouth Marketing
Customers also viewed: Advertising Scorecards | Sales Scorecards
Sample reports:
Some reports were generated with Balanced Scorecard Designer for the Direct Mail Balanced Scorecard Metrics KPI to show both – Balanced Scorecard Designer functionality and a part of KPI content:
- Check Overview KPI Report sample.
- Check Full HTML Scorecard Report sample.
- Check Diamond Style Report sample.
Balanced Scorecard Designer Screenshot:
The Balanced Scorecard Designer software was used to create this KPI.
Description by authors:
Direct mail campaigns are all about trial and error. Direct mail marketers are forced to seek the best ways to reach the target market as well as the best ways to gain a response. For instance, each mailing campaign requires a control group (i.e. the customers that do not receive the direct mail), which allows marketing companies to measure the impact of direct mail. It also helps find out whether people who did not receive a mailing are responding anyway. By comparing the two groups of customers the marketer can easily determine whether the direct mail campaign has produced any significant effect on the company-s profit margins.
KPI in Excel – Screenshot:
