As most direct mail marketers know, direct mail marketing is measurable.  And response percentage rate is the “barometric” measurement for success.    Direct mail is therefore more of a scientific study on what works better in terms of new customer acquisition.  And therefore, direct mail can measure the success, or failure of, a mailing list choice.

While many advertising mediums are loosely measured by an increase in revenue over time following the TV commercial, space advertising in a magazine, or radio advertising splashing the new brand over the air waves, direct mail can be specifically measured by counting new customer generated from a direct mail campaign.  With direct mail mailing lists, the direct mail marketer is able to pinpoint targets within their mar...

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