Cost Per Lead vs. Cost Per Piece

One of the best practices for 1:1 printing is to evaluate the cost of campaigns differently from traditional campaigns. Instead of looking at the costs of a print campaign in terms of cost per-piece, evaluate it in terms of cost per lead. With traditional print marketing, the cost per piece might be $.10
each ($.36 with postage). But if a 10,000-piece campaign generates a 1% response, rate, the cost per lead is $36. If a marketer spends 10 times more on the print portion of a 1:1 campaign ($1.36 with postage) but generates a 12% response rate, the cost per piece triples, but the cost per lead drops to $11. When it comes to 1:1 printing, the method of measurement matters.