Understanding Direct Mail Blueblooks

What is a bluebook?

The standard Response Analysis report, often referred to as a “Bluebook”, is used for direct mail return analysis. Through a direct mail bluebook, you can compare segments within a package, look at returns, and even compare packages within programs. The information you see in the bluebook depends on what information you provide. The more information you upload to your CRM, the more you can assess your direct mail program.

Reading your Bluebook

For best results, it is recommended to input all the information you have into your database in order to get a full picture of your direct mail program. Click here to learn about the following direct mail bluebook terms and why they are important to source code management:

• Program

• Initiative

• Source Code/Mail Code

• List Group and List #

• Code Description

• Cage Date

• Response

• Total Costs

• Per Letter Costs

• Average Gift and ROI

Want to learn more on bluebooks and source code management? Schedule a Julep demo today!