Gross Response Rate in direct mail tells a narrow story.
Net Appt Rate reveals even more detail to the story.
Unit Sale Volume goes even a step further.
Sales Dollars generated from those appts tells the entire story.
Allows tracking your advertising spend by source to a cost %
Different ad sources produce not only different quantities of response; they tend to bring different quality as well.
You should never be regularly losing money to generate new customers.
Example: In our home market, we have a number of clients in sales organizations. There are a pair of print sources that are used commonly. The cost per call from Source A was 3x the other, meaning the calls were triple for Source B. On that info alone, we could certainly draw some conclusions. However, by tracking to the sales $, we discovered that the ROI and cost% were better with source B. See below drawn from actual monthly averages over an 18 month span.
Source A- Spend $6950 generating 32 calls, 16 appointments, 5 sales and $36,883. A marketing cost of 18.8%
Source B- Spend $7500 generating 11 calls, 10 appointments, 6 sales and $51,600. A marketing cost of 14.5%.
The Deeper the Dig, the Better the Data!