Direct mail marketing is one of the most lucrative ways to promote your brand and gain new and returning customers. Your direct mail copy could take many forms, including self-mailers, postcards, brochures, catalogs, traditional packages, and so on. While the content itself is crucial for success, it is false to believe that once the mail goes out, all you need to do is wait for the customers to start pouring in. You will also want to track your direct mail campaign. Below, we shall take a look at several fundamental and easy ways to do this.
Ask Three Questions
Three questions you want to ask, according to marketing expert Craig Simpson, are:
- Is the cost of production worth it?
- Which direct mail copy was more effective?
- Which mailing lists did better?
As you will see below, you will track your direct mail campaign by answering these three simple questions through the three simple strategies below.
Direct Customers to One Place
The easiest way to organize all your responding customers is to direct them to one place of contact. You have several options, depending on your goal. One could print on the direct mail copy to go to a specific web link or call a specific phone number. With one point of contact, you can rest assured that 100% of your responders are coming through there.
Use a Tracking Code
The next question is, how do you know that the people going to your link are going there due to the direct mail campaign? Include a code on all of your direct mail pieces, and have them enter the code when they call or submit info on a website. This code can be a coupon.
Not everyone will receive the same code.
Answering Questions 2 & 3
Divide your outreach based on which sales piece they are receiving, and further according to group or area. You can also label each code with a letter or number representing a specific product or service you are offering. Following these guidelines will allow you to see which groups responded more, which direct mail pieces did better, and for what product or service.
Answering Question 1
Remember to tally all the costs that it takes to produce a direct mail campaign. Your costs will cover the list rental, mail processing, stamps, printing, and data processing. With the hard data, you can determine your exact gains or losses.
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