3 Ways To Track Direct Mail Response Rates
In this age of digital, you might assume that direct mail marketing isn’t relevant anymore. Not so! Unlike the speedy scroll of a social media feed, customers actually get hands-on with their mail. You may only have a few seconds to catch their eye, but it’s still more time than you get online.
So, your new direct mailer is in their hands. But how do you actually know? More importantly, how can you encourage them to take the next step and give you a call? Here are some no-fail calls to action to track responses to your promotions.
You get a coupon, you get a coupon, everybody gets a coupon!
Everyone loves to get a deal. Coupons are reliably successful when it comes to tracking your response rate. This option is excellent for brick-and-mortar stores where people can come to redeem their coupons.
However, discount codes can be added in lieu of a printed coupon to any direct mail piece. These codes can be used online instead of in-store.
Houston, we have a landing (page)
Let your website keep track of your customer response for you. When you include a custom landing page for your website in your mailer, there are lots of options for engaging people. For example, you could include a submission form to build your email list.
If a website isn’t a big part of your business strategy, you can just as easily use a custom phone number instead of a landing page to track your response. People receiving the mailer can use this number to call in rather than your standard business number. Different technology, similar results.
Put a QR code on it
Speaking of technology, including a QR code is another way to track the success of your mailing campaign. While QR codes aren’t as mainstream as a link to a website, they’ve been around for a while now. Automatically detected by your smartphone’s camera, a QR code automatically sends people to a landing page. This option is great for time-sensitive offers since a smartphone makes engagement almost instantaneous.
However, for this approach to be successful, it’s best to have a website that’s optimized for mobile. If your business doesn’t have that, the first two options may be a better fit for you.
Know your goals
An important note: as you decide how to track your direct mail efforts, don’t just analyze response rates to evaluate its success. Metrics like order rates, customer acquisition, and overall return on investment are just a few of the ways you can measure your campaign. Looking at your mailing from different angles provides a more holistic view of your marketing and how they are helping you achieve your business goals.
Direct mail is a great option for a range of businesses. To learn more about options for designing and sending a mailer that will increase your business in measurable ways, get in touch!