Direct mail marketers capitalize on mail’s physical qualities that enable human connection and drive action. While the mailing list will always have the most impact on the success of the campaign, having strong content can improve direct mail ROI by driving greater response.
One of the biggest reasons for a direct mail campaign’s failure is the inability to measure success. If you don’t track results, there is no way to know if your campaigns are profitable and if you are wisely investing marketing dollars.
From the very start of campaign planning, establish a process for tracking results. By putting a plan in place before launch, you can ensure all of the leads are properly tracked and can be easily accessed and integrated into your reporting.
Start by determining your campaign objectives. Do you want to generate leads? Make sales? Drive traffic to your store or website? Once you understand your goals, you can incorporate tracking mechanisms to measure response.
What to Measure
Tracking Mechanisms to Try
Joe is passionate about helping SMBs. He’s spent the last 30+ years building the American Speedy Printing Marketing • Print • Mail brand – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.