By Understanding the Importance of Accurately Measuring Direct Mail
In the digital age, direct mail remains a very powerful tool. The key to understanding its power lies in accurately measuring it effectiveness, which is just as important as reaching the customer.
Without proper tracking, search marketing often ends up getting too much credit for an action that was driven initially by a direct mail piece. If a consumer gets a direct mail piece and then walks into a store or visits a website as a result, direct mail can miss receiving the attribution or “credit” for the engagement. Marketers were missing out on seeing the true power of their campaigns.
To conduct a successful marketing campaign you must know where to reach likely consumers. To know your customer is to know where and how they buy and the only way to realize this is by measuring their tendencies and needs. Previous marketing analytics have failed to account for, or credit, direct mail as the medium that led to online purchases. With proper measurement of lead sources and consumer purchases, marketing dollars are never wasted.
Money Mailer is able to track and measure consumer response in several different ways:
- Call Tracking & Analytics
Call Tracking assigns a unique phone number to each mailing piece in order to identify which campaigns produce the most promising results. As a bonus, clients can listen to actual sales calls as a tool for improving customer service. Both 800 and local numbers are available to choose from.
- In-Person redemption (using codes)
Add unique codes to your Money Mailer coupons to determine the lead source. Codes are highly customizable for your specific needs. For example, use ‘MM’ for Money Mailer, maybe add a three letter month code, or even region codes to help determine sources of successful campaigns.
- URL Tracking
Measure hits to your website by adding unique URLs to your print advertising. This offers a valuable opportunity for creating web pages dedicated to specific promotions. Combine the power of print and digital…while giving proper credit to direct mail. Employ web analytics to measure frequency, outcome, and the source of hits to the dedicated page.
As online retail continues to grow, direct mail marketing campaigns can be designed to act as a catalyst that boosts the production of every media channel involved. Until now, direct mail response rate measurement has always suffered from multiple blind spots which caused the perceived value of the medium to be reduced. With proper attribution, direct mail proves to be one of the most cost-effective and productive marketing tools available today and will continue to be in the future as well.