Once you begin to see success exuding from your direct mail campaigns, it will be generated in forms of higher sales revenue. However, if your campaigns are being accurately measured in terms of performance, your campaigns could bring more return than you’d expect.
If you’re not sure how to accurately gauge response rates or you’re tired of wondering what the ROI (return on investment) on your direct mail is, this guide is for you. Follow the steps below to learn how to set up reliable tracking methods, determine your success metrics and record the results of your campaign.
Choose Your Direct Mail Tracking Method
The golden rule when setting up tracking for your direct mail campaign is to make sure any point of contact listed on your direct mail piece is trackable. Otherwise, your customers will have no way of attributing sales or leads to your campaign.
Trackable Phone Number
You can easily measure the response rate from your direct mail campaign using call tracking, just by making sure you have a unique number for each mail campaign you send out. Try tracking phone calls in one of the following ways:
- Set up a dedicated toll-free phone number that automatically forwards to your business line.
- Enlist the services of a call tracking software company. Often, they’ll provide you with the ability to play back the calls you receive.
- If you just want to use your regular business line on your direct mail piece, make sure your staff keeps track of each coupon redemption and the direct mail piece it appeared on.
Trackable URL
Include a campaign-specific URL on your direct mail piece that leads to a custom landing page on your website, for example, something like: www.coffee.com/free-coffee. By creating a URL that’s unique to your campaign, you’ll be able to use your site’s analytics tools to determine the number of people who visited the page. You can use Google’s Campaign URL Builder to create a URL that will be easy to track in your Analytics account.
Coupon Codes
Include a coupon code on your mailer that recipients can redeem in your store, on your website, or over the phone. If you accept codes over the phone, just make sure your staff is asking for the code each time they take an order.
QR Codes
You can add a QR code to your mail piece that goes to a custom landing page on your website whenever someone scans it. You can then track how many people visited that unique landing page in your website analytics account to measure response.
Direct mail can be a great marketing tool for any business. Ensure you take all the steps to track your campaigns and measure your results. By choosing tracking methods for every point of contact on your direct mail piece, you’ll be able to accurately measure the response to your direct mail marketing.
Using all of these tips will help create a campaign that really speaks to your customers on a personal level. It will also make you more memorable and create returning and happy customers. Choose Mail-O-Matic as a part of your next direct mail success story, contact us for a quote!
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