Article
How to Track Direct Mail Results for a Local Business
nine19direct.com
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Every place a page here uses this source, in the order the words come in it.
How Do You Set Up Tracking for a Direct Mail Campaign? “When a postcard uses the same phone number and website as every other marketing channel, a response from that mailing looks identical to a response from a Google search, a referral, or someone who's been meaning to call for a month.” Fixing this doesn't require software.
How Do You Set Up Tracking for a Direct Mail Campaign? “Give the mailing its own trail before it goes out, not after.” Fixing this doesn't require software.
A dedicated phone number. “A second local number can forward to the existing business line and tells you how many calls came from that specific mailing.” A specific offer or code.
“You know a direct mail campaign worked when you can trace responses back to that specific mailing, not just to “marketing” in general.” That's the whole method. Here's how to actually run it.
“The reliable way to do that: give every mailing its own phone number, code, or landing page before it goes out, track what those responses actually turn into (not just how many came in), and occasionally hold a small group back from a mailing so you can compare what happens with and without it.” That's the whole method. Here's how to actually run it.
How Do You Set Up Tracking for a Direct Mail Campaign? “It's that the campaign wasn't set up to make those results visible.” Fixing this doesn't require software.
What Is a Good Direct Mail Response Rate? “The first mailing you track properly becomes the baseline every future mailing gets measured against.” What Mistakes Make Direct Mail Impossible to Track?
What Should You Actually Track, and How? “Someone visits the website Campaign-specific URL or landing page” Each row solves a different piece of the picture. The first six tell you what happened. The last one tells you whether it would have happened anyway.