Direct Mail Marketing and Tracking Direct Mail

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Tracking Direct Mail Marketing is Imperative to Gain Direct Mail Results

Ecommerce, direct marketing and, mailing fulfillment services can make countless promises, but the truth is, once you have found a direct mail marketing program that guarantees increased company profits, cost cutting, quality, creativity and versatility, there is still another key component that is critical to the success of your service or product…

Tracking results.

Without proper tracking, direct mail is not accountable. With tracking, it is possible to disclose a myriad of information that is invaluable to your organization. Tracking results of direct mail campaigns not only conveys your return on investment, but also generates information that can help you make successful plans for future promotions.

There are several forms of tracking. The front-end setup of a large promotion, while more intricate, often provides for better analyses later. That is because computers perform the highly automated processes of ordering lists, coordinating test cells, and coding responses. This leaves more personnel dedicated to securing direct mail results.

Even without the comprehensive methods accessible to larger operations, there are still ways to track smaller direct mail marketing promotions.

When tracking direct mail results:

• Begin with the company you choose as your direct mail marketing service provider. A quality service provider will be able to help you track your results with a program. Today’s technology makes tracking direct mail at the cash register possible. A service provider that is on top of the latest methods will be able to track your redemptions rates, and even tell you how much profit your direct mail marketing promotion has generated on each mailing.

• Try giving all staff a log to track inquiries related to the promotion. It can be as basic as noting on a spreadsheet: Name, date, address, and an indication of their specific inquiry.

• Try to separate customers who came in specific response to the mailer versus those who just happened to be shoppers during the promotion.

• Remember, accurate data is always preferable to rough data, but precise data is not always available. Do not worry too much about this. Once you start, even the most basic tracking methods can evolve into a more accurate system over time.

With data, you will find your direct mail marketing efforts will become more effective and increasingly produce results for your company.