How to Track Direct Mail Marketing Success
To make an impact with your direct mail marketing campaign, it’s important to know how to track your success. There are several ways to do this. You can use tracking tools to measure your response, sales and traffic to your website. It’s also a good idea to set goals, such as increasing meetings in Q1 by 20%. This can help you to attribute leads and sales to your direct mail campaign.
To find the best tracking methods, start by determining what you hope to accomplish with your direct mail campaign. Next, figure out which metrics will help you get there. By establishing benchmarks, you can measure your performance to ensure you are earning maximum returns.
The first and most obvious way to track your direct mail campaign is to include a unique phone number on each piece. Using a dedicated toll free number makes it easy to measure response rates. Also, call tracking software can give you valuable insights into how your customers act.
Another tactic is to include QR codes on your direct mail pieces. These tiny two-dimensional barcodes can be used to collect analytics, connect with mobile customers and increase revenue.
One of the most important metrics to measure is customer lifetime value. This measure shows you how much money a customer spends over the course of a relationship with you. Knowing this can help you target your most valuable customer segments.
A more complex metric is cost per acquisition. This number tells you how much you spent to generate a new customer. Compare this metric to your cost of acquiring a new customer through other marketing channels, such as paid search or social media.
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