Powerful Methods for Tracking the Effectiveness of Direct Mail

While direct mail remains a trusted strategy there are certain intricacies when it comes to measuring the effectiveness of campaigns and by mastering them marketers can achieve better resultsDavid Beasley director at Washington Direct Mail said amp8220Tracking the effectiveness of direct mail services is crucial for businesses as it helps them better understand how various elements of their campaigns are perceived and engaged by their audience in order to drive accurate reporting and help optimise them and achieve a better return of investment 2024 is all about targeted campaigns and with the use of smart tools and big data marketers can create outstanding campaigns that are both effective and budgetfriendly while meeting all KPIs It all starts with having the right set of tools to measure direct mailamp8217s effectivenessamp8221The Formula for Measuring Direct Mailamp8217s EffectivenessThe success of direct marketing for businesses from various industries is unquestionable and has been so for decades A third of campaigns that use direct mail as part of their marketing mix have experienced an increase in revenue and 35 have seen an increase in ROI according to WARCamp8217s study Additionally 35 of consumers have been inspired to make a purchase a payment or donation in the last year from receiving a piece of direct mail according to IPA TouchpointsSuccess in direct mail marketing is a unique journey for each business For some the goal might be driving more traffic to their website Others might be on a quest for more leads while some businesses might be focused on boosting sales revenue Each objective requires a different approach and measurement strategyDepending on your businessamp8217 objective the key performance indicators KPIs and the tools you will use for measuring their success will vary Some of the main KPIs to consider include response rate conversion rate cost per acquisition CPA average revenue per order and return on investment ROITop Tracking Tools and MethodsQR codesBeasley said amp8220QR codes are an echo of the modern technological inventions and they are increasingly gaining traction As a mailing house we have noticed a boom among companies utilising the potential of QR codesamp8221Quick Response QR codes allow marketers to measure the number of people visiting the website or acting on a calltoaction after scanning the QR code It also encourages engagement bridging the gap between physical and digital marketingThis provides a measurable interaction point and allows businesses to gather valuable data on customer behaviourBeasley continued amp8220Building and refining a database of your customers including their behaviour goals and needs will help you deliver hyperpersonalised messages centered around human connection For an effective direct mail campaign you need to understand all aspects of your audience before sending direct mailamp8221Discount codesBeasley said amp8220Discount codes work well with direct mail marketing as recipients love a freebie They encourage recipients to make a purchase visit a store or engage with a specific promotion By checking the redemption of these codes businesses can directly attribute sales to their direct mail effortsamp8220However itamp8217s important to consider that not all campaigns will have direct purchase outcomes and some might result in indirect purchases or intangible benefits such as new prospects customer satisfaction and data accuracy which should also be included in calculating actual ROIamp8221URLBeasley said amp8220Including a specific URL on a direct mail marketing that leads to a custom landing page allows businesses to track the responses and gain an insight into the impact of their campaignsamp8220The best thing to do is to create a custom URL specific to the campaign which helps measure the campaign39s effectiveness through the siteamp8217s analyticsamp8221Personalised URLs for each recipient are also a great way to track online interactions on a more granular level and increase the effectiveness of direct mail campaigns as each URL is tailored to individual needs and preferencesPhone numberPhone numbers are one of the oldest and easiest methods for measuring direct mailamp8217s effectiveness A phone number provides a direct and immediate means for recipients to respond to the campaign and in return allows marketers to track responsesMarketers can either set up a dedicated phone number for the marketing campaign or use the services of a call tracking software company which provides detailed analytics including call duration location and caller demographics This data can be used to gain insights into the audience and better tailor future campaigns If a campaign includes a specific call to action such as making a purchase or signing up for a service phone numbers allow for direct tracking of conversionsConclusionDirect mail remains a powerful tool in the marketing mix and tracking its effectiveness is essential for maximising ROI By embracing methods such as QR codes discount codes URLs and phone numbers businesses can gain valuable insights into their direct mail campaigns Integrating data analytics empowers marketers to refine their strategies and deliver more targeted and impactful direct mail initiatives in the everevolving marketing landscapeThis article was written by Rachel Gray Media Admin producing content for a wide range of industriesPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Powerful Methods for Tracking the Effectiveness of Direct Mail

Author

Publish date

Channel

Rachel Gray

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Powerful Methods for Tracking the Effectiveness of Direct Mail

Enjoying This Commentary? There's More to Love

Rachel Gray

TAGS:

Cookies