Evaluate the campaign

Analyze the results based on the campaign goals. For example, did you want an increase in new customers or more business from existing customers? If customers responded to one offer over others, what was it about the offer in combination with the customers' personal characteristics that succeeded?

If you used more than one design or offer in a postcard mailer, did recipients respond most favourably to one design or offer over the others?

Apply what you learn from tracking to improve your marketing campaigns now and in the future. This step is the culmination of your tracking efforts to improve the return on your investment.