The ability to track your success and failures is an essential part of any effective marketing campaign.
Tracking the results of your direct mail marketing campaign is essential because it helps you determine what works and what doesn’t work. If you don’t track your results, there’s a good chance that you may find yourself pumping your hard-earned money into a dead-end strategy, which is akin to practically throwing it away. Understanding the successes and failures of your campaign will give you the information you need to make the most out of every direct mail marketing dollar you spend.
Why some companies don’t track their direct mail marketing results.
It’s easy to see why it’s important to track the results of your direct mail marketing campaign, so why don’t more companies do so? The answer is simple — they don’t know how! We are living in the digital age, and companies that utilize email marketing have a whole host of tools at their fingertips to track their results, but since direct mail isn’t a digital strategy, many companies have trouble tracking their results. But, the fact of the matter is that, with a little know-how and the right tools, tracking the results of your direct mail marketing campaign is a lot easier than you might think.
The Best Ways to Track Your Direct Mail Marketing Results
Coupons are probably the easiest and most straightforward way to track the success of your direct mail campaign. Simply send detachable coupons with your mailers, and then keep track of how many of them are redeemed.
#2. Personalized URLs
Personalized URLS, also called PURLs, are exactly what they sound like — web addresses created specifically for individual customers or, alternatively, key customer groups. When you add PURLs into your mailers, it will give you a lot of data about who is responding most frequently to your mailers. Additionally, PURLs are also beneficial for tracking the success of your website, because you’ll not only be able to keep track of which customers are actually visiting through PURLs on your mailers, but also how much time they spent on your site, which pages they viewed the longest, etc.
#3. Coupon Codes
Like coupons, coupon codes are an extremely straightforward, direct way to track the results of your direct mail marketing campaign. But, unlike physical coupons that have to be redeemed in person, coupon codes allow for more flexibility, giving your customers the option to shop in person, online or even redeem the offer over the phone. Because convenience is so important to consumers in this day and age, giving your customers multiple ways to redeem a coupon could go a long way toward improving your campaign’s response rate.
#4. Custom Landing Pages
Custom landing pages, like PURLs, allow you to track the success of your direct mail marketing campaign through your website. But, unlike PURLs, you don’t have to have a new URL for every individual or customer group. Instead, you can create a single landing page for your entire direct mail campaign. This method is also ideal because you can ask for further information once a customer visits the landing page using a submission form. And, as we’ve said time and time again in past direct mail marketing blogs, the more data you have about your customers, the more effective your direct mail marketing campaign will be.
#5. Phone Calls
When it comes to tracking the results of your direct mail campaign, you shouldn’t discount the good old-fashioned way! While a lot of your younger customers will probably follow up on your offer through your website or by physically bringing a coupon into your store, some of your older customers might prefer to call you, so don’t forget to keep track of your incoming calls! One great way to do this is by adding a unique, trackable phone number to your mailers so that you know when calls are the result of your campaign or not.
#6. QR Codes
QR codes are a lot like PURLs and landing pages, the only difference being that they save your customers from having to enter in a website manually. QR codes can be scanned by virtually any mobile device, making them incredibly easy to use by anyone who has a cellphone or a tablet. QR codes are particularly ideal when you send limited-time offers through the mail.
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Now that you know why and how to track the results of your direct mail marketing campaign, it’s time to take it to the next level with direct mail envelopes from Worcester Envelope Company. We use Flex8 printing to provide you with vivid, colorful mailers that demand to be opened, and we offer free product quotes, so you have nothing to lose! What are you waiting for? Contact the direct mail professionals at Worcester Envelope Company today to get started!