MYTH!
Seriously, the campaign was successful! Though many measure campaign success SOLELY by revenue, this is only ONE factor in measuring the success of a marketing campaign.

There are results of a marketing campaign that are not measureable and do not show up in revenue, namely TOMA (Top Of Mind Awareness) and Brand Recognition. You can't truly measure how well you are remembered.

So when assessing the success of your marketing campaigns, consider other metrics like, Call Volume and Website Traffic.  If your phone starts ringing more after your postcard hits mailboxes, you can safely infer that the campaign is working.

The most commonly used method of tracking is asking the prospect(whether on the phone, online or via email), "How did you hear about us?" or "What prompted your contact today?" However, keep in mind that the response is subjective.
Here's an example:
A client once said that their #2 most successful marketing tool is their location and signage at the location. When asked why, they said that many of their new clients answered the "how did you hear about us" question with "I saw your building and came in". Subjective. What REALLY happened (we discovered after doing a bit of "digging") was that the new client received a postcard and 2 emails in a period of 2 months and then was driving by the location, RECOGNIZED the place, and stopped in.

How are you measuring your marketing campaigns? Do you think they are not working or successful... and why? Let's talk about it! Schedule your no-cost Discovery Session today!

Do you know that email is one of the most "trackable" and measurable marketing campaigns? Find out more.