May 2011 - Closing the Gap

tips closing the gap

Don’t leave money on the table. Use response metrics to improve the sales process and see a huge jump in your business.


Among marketing gurus, it has been said, “If you can't measure it, don't do it.” That means you need to build in ways to measure and track results so you know what’s working and what isn’t. While you can be successful with 1:1 printing without tracking, why would you want to?

Before you even start your campaign, you should understand…

  • the different types of response metrics,
  • what each metric is telling you, and
  • what you want to track and how you are going to do it.


Here are some examples of response metrics:


Response rate: These are the people who respond in some way to the campaign. They might make a phone call. Log into a personalized URL. Scan a QR code.


Conversion rate: These are the people you convert from prospects to sales. Perhaps you got a 12.8% response rate to your direct mail campaign. What percentage of those people bought something? 

This number can tell you a lot. If you have a low percentage of respondents but a high conversion rate, you know that perhaps your marketing message is weak (or target audience overly narrow) but your sales process is strong. Conversely, if you have a high response rate but a very low conversion rate, you know your marketing message is compelling but there is a problem after the initial contact that is causing you to lose the sale.

This can help you identify—and then close—the gaps in the sales process.


Cost per response: To get the cost per response, add up all the costs of the campaignthen divide that by the number of respondents. This tells you how much it cost you to get each person to contact you or take some other action. This is a great way to compare the value of 1:1 printing against traditional, static printing.


Cost per sale: If you’re tracking conversion rate, you can learn even more about your investment by dividing the total cost of the campaign by the number of conversions. This tells you how much it cost you to make each sale. This is an important number because if it costs you more to sell a product than you actually receive in sales, you’ll need to make some adjustments.


Return on Investment (ROI): In a best-case scenario, you’ll track each customer all the way through the sales funnel so you know how much revenue they generated. It is not unusual for revenues for 1:1 campaigns to be significantly higher than for traditional ones, so this is where 1:1 printing really shines. With well-crafted campaigns, not only can you get a higher response rate, but combined with higher revenues per sale, your ROI can go through the roof.


When you measure, you can manage, plan, and strategize. Build in ways to track, whether it’s using invisible barcodes, adding personalized URLs, giving QR codes their own campaign-specific landing pages, or printing discount codes on your direct mailers. Get measurement in place so you can maximize the value that 1:1 campaigns offer. Otherwise, you could be leaving money on the table.


Looking for ideas on how to build tracking into your campaigns? Talk to us! We’ve got lots of ideas.