How to Track Direct Mail?

strohmeiercepicogo
Sep 28, 2024
5 min read

Updated: Sep 29, 2024

Direct mail remains a powerful marketing tool, offering tangible engagement with your audience. However, unlike digital marketing channels that come with built-in analytics, tracking direct mail campaigns can be more challenging. Understanding how to measure the success of direct mail is crucial for optimizing your marketing efforts and maximizing return on investment (ROI).

In today’s data-driven marketing environment, it’s essential to be able to track the performance of direct mail campaigns just as effectively as you would track email or social media campaigns. Here's how to efficiently track direct mail to evaluate its impact and ensure your efforts are reaching the intended audience.

1. Unique Promotional Codes

One of the simplest and most effective ways to track direct mail is by using unique promotional or coupon codes. This method allows you to:

Attribute Sales: When customers use the unique code to make a purchase, you can directly tie that sale to your direct mail campaign.
Measure Response Rates: You can track how many people used the code to determine the campaign’s effectiveness.

For example, you could include a code such as "DM10" offering 10% off their next purchase. By analyzing how often this code is used, you can track how well your mailer is performing.

2. Personalized URLs (PURLs)

Personalized URLs (PURLs) are another effective way to track direct mail. PURLs are unique web addresses personalized for each recipient, which typically lead to a landing page designed to gather information or facilitate purchases. When a recipient visits their personalized URL, you can:

Track Engagement: Monitor which recipients visited the landing page.
Understand Individual Behavior: Each URL is unique to the recipient, allowing you to track how many people opened the mail and followed through with the call to action.
Enhance Customer Experience: PURLs often lead to personalized landing pages, making the experience more engaging for the recipient.

For example, your PURL might look like this: "www.yourcompany.com/JohnDoe", which would lead John Doe to a page specifically designed for him.

3. QR Codes

Quick Response (QR) codes are increasingly popular for tracking direct mail. These scannable codes allow recipients to instantly engage with your brand via their smartphones. When the recipient scans the QR code, you can:

Track Scans: Every scan is recorded, giving you a clear idea of how many people engaged with your mailer.
Lead to Digital Experiences: The QR code can direct them to a website, product page, or even a promotional video, and you can track conversions from there.

To maximize the impact of QR codes, ensure they are easy to scan and lead to mobile-optimized landing pages.

4. Call Tracking

If your direct mail campaign encourages recipients to call a specific number, using a dedicated phone line or unique tracking number can help monitor the campaign’s success. Here's how:

Dedicated Lines: Use a different phone number for each campaign or region, allowing you to track the call volume generated by the campaign.
Call Analytics: Many call tracking services provide analytics that can help you evaluate call length, caller location, and whether the call resulted in a conversion.

For example, if you use different phone numbers in different regions, you can determine which area your campaign is performing best in.

5. Tracking Mail Delivery

Another vital aspect of direct mail tracking is ensuring that your mail pieces are actually delivered. Thanks to technology advancements, there are several ways to track the delivery of your direct mail pieces:

Intelligent Mail Barcode (IMB): This U.S. Postal Service feature allows you to track the journey of your mailpiece as it moves through the postal system. IMB provides data on when the mail was sent, processed, and delivered.
Third-Party Mail Tracking Services: Services like USPS Informed Delivery or various third-party platforms can give real-time delivery status for your mail campaigns.

These tracking methods help you know when your mail has reached your audience, which is crucial for planning follow-up communications or related marketing efforts.

6. Incorporating a Call to Action (CTA)

Having a clear and compelling call to action in your direct mail is essential for tracking. Without a CTA, it’s challenging to measure the campaign’s success. Some examples of CTAs you can use include:

"Visit our website for more details!" If you're tracking through PURLs or a QR code.
"Call now to get 10% off!" If you're using a call tracking system.
"Bring this mailer in-store to redeem your offer!" This method allows for in-person tracking by associating foot traffic with the direct mail campaign.

Make sure your CTA aligns with your tracking method to accurately gauge the effectiveness of your direct mail.

7. Leverage Customer Surveys

Surveys can also be used to track direct mail campaigns. Including a short survey (online or in print) allows you to ask recipients directly how they found out about your promotion or campaign. Incentivize survey participation by offering a small reward or discount.

For example, you might send out a follow-up email or include a survey link in the direct mail piece asking, "How did you hear about our latest offer?" If the recipient chooses "direct mail," you’ll know that your campaign played a role in their decision-making process.

8. Use Analytics Tools

There are several analytics tools designed specifically for direct mail tracking:

CRM Systems: Customer Relationship Management (CRM) systems like Salesforce or HubSpot can integrate with direct mail campaigns to track customer engagement.
Direct Mail Software: Platforms such as PostGrid, Lob, or Postalytics allow for easy tracking and measurement of direct mail performance. These platforms often come with built-in tracking tools that automatically monitor mail delivery, responses, and engagement metrics.

By using these tools, you can ensure that every part of your direct mail campaign is tracked and analyzed, allowing you to make data-driven decisions.

9. Measuring ROI

Tracking direct mail is essential for calculating return on investment (ROI). Once you’ve tracked responses through unique codes, PURLs, or call tracking, you can compare the revenue generated by the campaign against the campaign’s costs. To calculate ROI, use this formula:

ROI = (Revenue from Direct Mail - Cost of Direct Mail) / Cost of Direct Mail × 100

For instance, if your direct mail campaign cost $5,000 and generated $15,000 in sales, your ROI would be 200%.

By accurately tracking responses, conversions, and the cost of the campaign, you can get a clearer understanding of the profitability of your direct mail efforts.

10. A/B Testing for Direct Mail

Like digital marketing, direct mail can benefit from A/B testing. By sending two different versions of the same mailer (such as different designs, offers, or messaging) to different segments of your audience, you can track which version performs better and use that data to improve future campaigns.

For example, one version of your mailer could include a QR code leading to a product page, while another includes a PURL. Tracking the performance of both will help you understand which method drives more engagement.

Conclusion

Tracking the effectiveness of your direct mail campaigns is essential for maximizing ROI and improving your future efforts. Whether you’re using promo codes, PURLs, QR codes, or dedicated call tracking numbers, there are numerous tools available to measure the success of your direct mail campaign accurately. By incorporating these strategies into your marketing efforts, you’ll be better equipped to understand your audience, optimize your approach, and drive better results from your direct mail initiatives.