Scott Nichols I would suggest capturing as much data as possible about anything and everything you’re doing in your business, especially including your campaigns. You need to be able to make data driven decisions and eliminate as much subjective decision making in effort to run and operate a successful business.
I THINK the campaign was successful because of “X, Y, Z”. No, don’t do that. Take the time to record the details and attributes for your campaign. What kind of campaign was (postcard or blind offer), what size postcard, what size font, was it a specialized greeting, what is the median household income for the county, what is the percentage of individuals over 65 years old, what is the unemployment rate, what is the population growth, etc.
There are a million different attributes you can track and the more you track, the more you have, the more you’ll be able to look back on to help you derive why the campaign was successful or not. But none of that happens unless you take the time to do it AHEAD of time. It’s a lot of work but when Apple launches a new product, do you think they just slap something together and put it out on the market to see how it does? No, they’re testing that years in advance, collecting data and feedback and then once they have enough information, they’ll launch the product.
Now obviously you can’t do that from one or two campaigns, your sample size is not large enough. It’s going to take time and persistence, however, I promise you that if you stick to it and look at those attributes later on, it will give you much better insight (i.e. what counties to target and what to include in your message) than anything anyone on here will tell you about what you should be doing for YOUR business.