Even in today’s digital world, plenty of companies understand that direct mail still has an important part to play in marketing. There’s something about physical media which still has a place in consumers’ hearts and minds, and direct mail can, therefore, deliver excellent results. However, it’s not enough to only send out a direct mail campaign and then sit back and wait for the customers to roll in. One of the critical parts of any marketing campaign involves assessing your results- and that means you need to track the direct mail itself.
Just how do you go about this? Well, there are two main options available to you. The easiest way of tracking your direct mail is to have it include a dedicated website URL or phone number. That way, you can be sure that 100% of leads to these sources have come from the direct mail, and aren’t just people who have stumbled across your services through some other means. If you’re planning on putting out multiple direct mail campaigns, then this approach will also allow you to track each campaign individually- all you need to do is include a different phone number or URL on each piece.
Alternatively, you could put a tracking number or coupon on your direct mail, and then request it when each lead comes in. Whichever approach you take, be sure to take down a detailed list about the success of each piece. You’ll want to record how many pieces were sent out, as well as how many leads were generated by each direct mail campaign. If you’re planning on sending out the same piece multiple times, then you should also record how well it performs in each month, so that you can then put that data to good use in the future.
By collecting this information, you can assess whether or not your direct mail campaign was worth the expense. If you are accurately tracking your campaign, then this is easy- all you need to do is add up the net profit of all the leads which came from your direct mail campaign, and then subtract the price of the campaign. The latter figure might be complicated if you’re working on your own, but teaming up with Limelight Direct Mail Marketing makes the whole process simple. As well as designing the entire direct mail campaign and seeing it through to completion, this approach also streamlines the costs- so you can see at-a-glance just what sort of ROI you are achieving. Call Limelight Direct Mail Marketing today at 919-452-5418.