Article
How to Track & Measure Direct Mail Campaigns
themailshark.com
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“But sometimes your campaigns can be more or less successful than they appear on the surface.” If you’re not sure how to accurately gauge response rates or you’re tired of wondering what the ROI on your direct mail is, this guide is for you. Follow the steps below to learn how to set up reliable tracking methods, determine your success metrics, record the results of your campaign, and compare your performance against your goals.
In Direct mail
Your CPA – also known as cost per order or lead – tells you how much each new customer cost to obtain. “You can compare your CPA for your direct mail campaigns with the CPA for your other marketing channels to determine which is most cost-effective.” Campaign Cost / Number of Orders = CPA
Choose Your Direct Mail Tracking Methods “The golden rule when setting up tracking on your direct mail campaign is to make sure any point of contact listed on your direct mail piece – phone number, URL (website address), coupon code, etc. – is unique and trackable.” Choose one – or several – of the following tracking methods to trace sales and leads back to your direct mail pieces.
Choose Your Direct Mail Tracking Methods “Otherwise, you’ll have no way of attributing sales or leads to the campaign.” Choose one – or several – of the following tracking methods to trace sales and leads back to your direct mail pieces.
Trackable Phone Number “You can easily measure the response rate from your direct mail campaign using call tracking.” Set up a dedicated toll-free phone number that automatically forwards to your business line. You can track how many calls come through this line to determine your response rate.
“It’s easy to assume your direct mail campaign is a success when you see an obvious increase in sales or leads.” If you’re not sure how to accurately gauge response rates or you’re tired of wondering what the ROI on your direct mail is, this guide is for you. Follow the steps below to learn how to set up reliable tracking methods, determine your success metrics, record the results of your campaign, and compare your performance against your goals.