All right, you’re almost there: our final chapter. By now, you’ve created your mailpiece, so let’s discuss how to mail it out.

There are a few options here, from specialized presort software that helps you sort addresses and pricing, to free online tools like the Intelligent Mail® for Small Business tool. You can learn more about these at USPSDelivers.com.

You can also use a mail service provider, or MSP. They’ll handle everything from creating your mailpiece, to sorting, pricing and dropping them off at a Post OfficeTM location.

Okay, so now that you know how to create and send your mail, let’s talk about ways to measure and track it. This is where we get into key performance indicators, or KPIs, like response rates. You want to see how many people responded to your mailpiece using some of the tactics we spoke about in Chapter 2. Those, and conversion rates.

How many customers actually acted on those offers? Did they use your discount code? Sign up for a newsletter? These KPIs will help you calculate your customer acquisition cost, or CAC. Just divide everything you spend on your campaign by the number of new customers the campaign brought in. And that’s it.

All right, so we showed you how to find your target audience, create a mailing list to reach that audience, and even the different classes and types of mail to get that audience to act. And there’s even more to check out, like Every Door Direct Mail®, or EDDM®; Informed Delivery®; and other useful tools and services you can find in our complete mail series at USPSDelivers.com.

Thanks for watching, and good luck with your campaign.