Direct mail marketing continues to be one of the most effective tools for reaching consumers and bringing them to action. In fact, a recent study by Temple University shows that direct mail is outperforming digital ads in eight out of nine categories, and direct mail marketing holds consumer attention longer and has a more significant impact on consumer purchase decisions.
However, unless the results of any direct mail campaign are measured and tracked, it’s virtually impossible to determine how well your strategies are working. In this article we discuss how you should be including measurement components into your marketing strategy, and how you can track data to ensure you are maximizing the benefits associated with direct mail.
Direct mail provides a great opportunity for consumers to interact with a tangible object, then translate their interest in your product to an online space. Marketers can measure results from trackable URLs or QR codes placed on a piece of direct mail.
You can even go further than a standard URL and create a personalized URL (PURL) dedicated solely to your direct mail campaign. Rather than printing your corporate website URL on the direct mail piece, use a PURL that will only be promoted to the people receiving the direct mailer. That PURL may simply serve as a redirect to your website once it’s entered, or it may point to a landing page that is embedded into one of your site’s pages.
The data that is produced from these mechanisms can then be categorized, and overtime you will have a substantial consumer database upon which to make more informed decisions.
Google Analytics to Benchmark Direct Traffic
Although tactics such as a PURL may help you measure the success of a direct mail campaign, eventually these measurements pile up and is worthless unless your tracking data overtime. By tracking data, you can set up objective key performance indicators, allowing you to tailor your campaigns accordingly.
One of the best ways to do this is with Google Analytics. Although it may not seem like the natural match for direct mail, when you combine the powerful tracking abilities of Google Analytics with the data produced by your PURL or personalized QR codes, you have a extremely useful tracking machine.
Google Analytics will help you track how many of your targeted consumers used the PURL from your direct mail piece to visit your website. You can even track your campaign’s response rate and conversion rate online using the conversion tracking feature of Google Analytics.
Although it may be overlooked when we’re talking about PURL’s or Google Analytics, it’s important to remember that the human connection is invaluable in marketing. Simple tools such as contact forms or quick surveys can be extremely helpful in adding to how you measure and track success of your direct mail campaign.
For example, in the contact form on your website, add a question that asks the consumer how they heard about you. Feedback from questions like this can then be compiled and tracked to add yet another tool that allows you to measure the success of your marketing.
Direct mail marketing is still one of the most useful and successful methods of reaching a large and targeted audience. By adding tactics such as PURL’s, contact forms and Google Analytics, your company can better understand the strengths of your mailing campaign, and use data to create a stronger marketing strategy moving forward.