Control groups
A control group is a deliberately unsent part of your target audience. PostPal compares the behavior of mailed recipients with this group to measure the incremental effect of the postcard. This helps you see whether revenue was actually caused by the campaign.
A control group is a part of the target audience that deliberately receives no postcard. This lets PostPal compare how mailed and unmailed recipients behave.
Why this matters:
- Total revenue does not automatically show campaign impact.
- The control group creates a comparison baseline.
- This lets you measure uplift, not just activity.
Control groups are especially useful when you want to know whether direct mail actually creates additional orders.
Frequently asked questions
- What is a control group?
- A control group is a part of the target audience that does not receive a postcard. It serves as the comparison group for mailed recipients.
- Why should I use a control group?
- It helps measure the additional effect of the campaign instead of only counting revenue that might have happened anyway.
- Can I change the control group later?
- The settings are maintained on the campaign. Change them deliberately because they affect how comparable your results are.