How to Track the Success of Your Direct Mail Advertising Campaigns
These days, when it comes to mail advertising, many businesses assume that email is the only way to go. This is partly due to the fact that it’s so easy to measure the success of your email marketing campaigns, and many people assume it’s impossible to apply any tracking to direct mail.
The fact is, though, direct mailing options really can offer a stronger return on investment compared to email. And just because direct mail happens offline doesn’t mean you can’t track the performance of your campaigns. If you want to make the most of your next mailing campaign, use these techniques to measure ROI and see how your efforts are paying off.
Target by customer demographics
The first step to leading a successful and trackable direct mail campaign is categorizing and targeting the specific demographics that you’re trying to reach.
Whether you’re supplying your own contact list or using a lead generation service, there are ways to filter it. There are also additional niches within your target market based on things like gender, location, income, and more.
It pays to establish various categories to organize and target the recipients in your contact list. This will make it much easier to see where your efforts are more and less successful, so you can achieve better returns in the future.
Use quick response codes
By using a “quick response” code, or QR code, you greatly increase the possibility that your team can track all the responses to your mailers and see who took the time to visit your website. You will be able to better see how many people interacted with, responded to, or made a purchase, and from which demographic categories.
Trackable QR codes are easy to set up with a little professional help, and with a solid strategy, your team will get a much clearer picture of your direct mail campaign’s ROI.
Use call tracking numbers
Chances are, you have given your mail recipients more than one way to get in touch with you or respond.
In addition to using QR codes to track visits to your website, you can also use call tracking numbers to monitor how many people use the unique numbers on the postcard or mailer to contact you over the phone. Marketing solution providers including YP℠ can record the call data for you and provide reporting and analytics around those numbers.
With a little professional guidance, you’ll find there are many ways to track the success of your direct mailing campaign. The numbers don’t lie.