How are you tracking your direct mail campaigns?
Direct mail is still considered one of the most effective marketing channels even in the digital age. If you plan on doing a direct mail campaign, there is a lot to think about. How do you know if your prospects received your mail? How will you track your inbound leads? Which ways are the most effective when trying to ensure your campaign was a success?
Here are the top ways to track your mail to ensure its success.
• Sample Piece – By “seeding” or adding yourself into the mailing list, you’ll be able to ensure your sample mail piece arrives in good condition, and have an estimated date of when the others hit mail boxes. You can also add additional addresses of people you may know in other areas that might be further out on your list – giving you another estimated receive date.
• Landing Page – By creating a landing page specific to your campaign, you can narrow down the results of who visited the site. Once you know the mail pieces have been delivered, check your website’s Google Analytics to see how many new users were brought to your landing page. Also, with Google Analytics, you can see how long users were on your campaign specific landing page, as well as traveled to other pages of your site.
• Contact Forms – When creating a contact form (for any type of campaign) include the question “Where did you hear about us?” Responses should be: Direct Mail, Social Media, Email, Word Of Mouth, Other. With this information, when your sales reps go to reach out to prospects, they’ll have a better understanding of what campaign they saw last and how to respond appropriately.
• Coupon Code – Include a coupon code in your mailing to narrow down the campaign the recipient came from. Make coupon codes very specific to the campaign. For example, if you’re sending a mailing in the spring and offering 20% off, use the coupon code “Spring20”. With this information, you’ll know it was from the spring mailing.
While narrowing down if your direct mail campaign was a success, these tips should help you track and determine whether or not you hit your intended goals.
If you would like an easier way track your next direct mail campaign, check out marketing123 – it combines direct mail with Google banner ads to increase your brand’s awareness, stay in front of prospects longer, and improve response rates.
About the Author:
Cathleen Drury is the Marketing Coordinator at CFS, Inc. in Norton, MA. You can contact her at firstname.lastname@example.org or click here to follow her on Twitter.