A commonly asked question by businesses of all sizes is: Does direct mail marketing really work? Online marketing has dominated the world and has, to some extent, replaced traditional forms of advertisements. However, direct mail is still highly relevant in the digital age and should form a large part of your marketing strategy. Here are a few ways to measure how effective your direct mail is when it comes to your audience.
If the purpose of your marketing is to promote a product or service, why not offer your audience something they cannot refuse? Send out unique coupon codes to your target audience and tally up the number of people who claim your offer. This way, you’ll be able to track how effective your promotion is.
Why not take advantage of the digital age and integrate technology into direct mail marketing? Direct mail works well with a digital marketing strategy. Promotional or sales-based URLs are a great tool to measure how effective your direct mail marketing is. Tracking the number of people who click on your URL and end up on your landing page is simple.
USPS Informed Delivery
The United States Postal Service’s Informed Delivery program is another effective way to merge your digital and physical communications. Recipients who are signed up to receive the daily email showing them what mail is arriving that day can also click through on the image of the mail piece to a specific offer landing page. Companies could provide an exclusive offer that is only available to ID subscribers, and as an added bonus, this strategy can show which mail pieces are getting the attention of a company’s customers.
Be sure to incorporate a tool that tracks the number of people who scanned the QR code. It’s also helpful to know who went to what page and how many people ordered products or services from your page after scanning the code. This is a very cost-effective way of finding out the percentage of people on your mailing list who responded.
Trackable Phone Numbers
If your business requires your audience to call you, choose a number that is specific to your direct mail. This way, you can easily monitor the response. A good tip is to set up a phone number that is free for recipeints to call. Some organizations prefer to involve an agent company who focuses on tracking calls. This way, you will get professional analytics that will be beneficial to improving your marketing strategy in the future.
To circle back to the question at the beginning of this article, direct mail marketing is extremely effective for your audience. Although it’s important to adapt to the digital age, direct mail cannot be forgotten. It’s a great way to grab your audience’s attention and connect with them on a more personal level.
Cloe Matheson is a New Zealand based freelance writer who has a passion for writing on a range of topics - from business and recruitment to technology. Check out her published works on Tumblr.