This short guide shows you how to track and measure the performance and effectiveness of your direct mail campaigns. We’ll cover all 6 ways that you can measure the results of your campaign and when to use each.
After this you’ll know if you’re earning or sinking money, and be able to A/B test your ideas to work out what’s effective and what’s not.
Lets Jump right in!
1. QR Codes
QR Codes are 2D barcodes which can be scanned with the camera on most smartphones by default. You hold your camera up to them and they take you to a website. This allows you to measure who visits.
When to use them: For younger audiences < 30 respond best to QR Codes.
How to use: You should actively drive traffic to the QR Code with an offer or label. If using the free postary editor to design your campaign, you can add dynamic QR Codes in the editor to automatically track who visits QR Codes. For instructions see here.
2. Trackable URL’s
There are 2 types of trackable URLs.
The first way: Generic ones (where everyone recieving the mail has the same URL) For example www.mywebsite.com/sunday-deals. By making the URL specific for the direct mail campaign you are able to track the performance.
The second way: Unique URLs for each person receiving the post allows you to see on an individual case by case who is visiting. Again this can be done automatically in postary for short card.is website addresses.
When to use: When you have a unique offer that can be claimed online, or if your call-to-action requires them reading specific information (not just the homepage of your website).
3. Voucher Codes & Coupons
Create coupon codes unique to your direct mail campaign. This way you can see how many people respond by counting the specific number of times that coupon code was used.
When to use: When you have an offer (This is nearly always a good idea)
4. Time Isolation Technique
If you are not actively running any other marketing campaigns. You can simply measure the KPI (such as new customers, purchases, or enquiries) before you run the campaign, and compare it to during and after. This is the simplest thing to do, but not always accurate and appropriate.
When to use: When you are not running any other marketing and when you don’t see too much natural fluctuation in new customers.
5. Trackable phone numbers
If you’re providing phone numbers on your direct mail campaign, try using call forwarding and tracking phone numbers. These allow you to use unique phone numbers which redirect to your actual phone number so you can see exclusively who’s calling you as a result of your direct mail campaign. There are many companies who offer this service.
When to use: When you provide a phone number as contact information and want to measure phone enquiries.
6. Ask and survey
If you can’t do any of the above, simply asking your leads and customers how they found you. This is not as accurate because some customers will see you from multiple channels and relies on trust and a large sample size. But can be more than enough depending on your needs.
When to use: Use in conjunction or wen the above methods are not available to you. This works well if you’re targeting a small number of customers and will have direct conversations with all leads.