Its not enough to have answers, you need to know the questions. All the questions. This is where you need to spend time and money to insure success. One very important point you need to keep in mind is the fact that direct mail can be measured precisely, unlike other methods or marketing. In fact, this is the reason many advertising executives hated direct mail in the early days.
Someone is accountable for the results.
Basically you know how many pieces you mailed out, you know the response and the cost. So you can calculate response rate, cost per order, average order value and any number of test results. These results will give you the ability to make projections about future mailings. Don't treat this step lightly. Mailing Lists and Databases Over the last 30 years direct mail has been called many things, some kind, others not so kind.