In this article we’ll explain how to review campaign performance.
Revenue & ROAS
We track all purchases made by recipients of your postcard for 60 days after delivery. We know approximately when the card was delivered and automatically track if that customer went on to make a purchase. We then show you the ROAS of your campaign as a function of total revenue generated divided by the cost of that campaign.
We specifically aim to target recipients who are not actively engaged with other channels. However, like any marketing channel, it's possible the actual incremental attribution could be slightly lower since other campaigns may have contributed to generating the sale.
We have ways to measure this! Please contact your account manager if you have any questions.
Coupon Redemptions
We can also show you how many times a coupon code was redeemed for a particular campaign. This is simply a data point, and not meant to represent the actual performance of your campaign!
⚠️ The number of customers who find a different code, forget to use their code at checkout, or simply don't care is surprisingly high - making this metric problematic as an indicator of overall campaign performance.
At PostPilot, we've performed extensive analysis of thousands of campaigns on our platform, and found that overall, the actual impact (or incremental orders) generated by a PostPilot direct mail campaign is anywhere from 3-7 times greater than what would be inferred from coupon redemptions alone!
If desired, you can review the number of coupon redemptions on orders associated with this campaign in the relevant area of the campaign details page.
Other Attribution Factors
The less recent or frequent (i.e., fewer orders) the customer, the more likely the card is the primary driver of the purchase, regardless of whether or not they used a coupon code.
If a customer has not responded to any other marketing for an extended time, and then converts shortly after receiving a card, it's reasonable to assume the card made the difference.
Also important to note is that direct mail also has a lifespan of weeks ... versus seconds for an email or digital ad (if it was even seen at all).
So when it’s time to make a purchase, often the postcard helped influence that order even if the customer didn’t order right away or use the code.
Attribution and incrementality is complex for any marketing channel, not just direct mail.
We're happy to discuss your campaign performance, how to interpret it, and how best to measure it based on your goals. Simply reach out to us via email or chat, we’re here to help!