Using features like CallRail’s Dynamic Number Insertion, you can tag new leads who arrive at your website from your direct mail piece with a call tracking number. You can utilize online call tracking on your coordinated landing pages that are driving prospects online from your direct mailer. Call tracking allows you to use unique forwarding numbers for each marketing channel, like direct mail, to help you identify which campaigns are driving the most calls.īut what about prospects that go online before calling you? Call tracking provides businesses with a great way to identify which marketing channels are driving leads. Tracking direct mail can be tricky, since a lot can happen between the time your prospect receives your marketing piece and when they take action.įor leads that call you directly using the phone number on your direct mail piece, a unique phone number and call tracking provider are essential. The importance of tracking can’t be overstated. How can you maximize what is working and improve what isn’t if you don’t have insight into the performance of your campaign? Marketing without a way to track results creates inefficiency. Make sure your business is ready to track lead sources and optimize where necessary.
Because these pieces aren’t targeted and instead go into every single mailbox in a chosen area, you’ll save big on postage, the lion’s share of direct mail cost.Ģ. Similarly, once someone responds to your direct mail piece, flag them on your list to avoid mailing duplicative content.Ĭonsider mailing lists with reduced postage rates, like EDDM (every door direct mail) or carrier route lists if your products or services are suitable for all consumers. To do this, you’ll need to include a return address on your direct mail piece, and have the recipients on pieces that are returned removed from your list. If you’re already getting a good response on your direct mail piece, it’s vital that you continue to clean your list of bad addresses and returned mail. You could have an award-winning design, a highly motivating offer, and a coordinated landing page but if your audience isn’t qualified in the first place, your campaign can be a waste of time and money. Maintain your mailing list properly, and invest wisely in new lists.ĭirect mail, in many ways, comes down to the mailing list. Here are ways that you can successfully implement a direct mail campaign.ġ. Yet, with the cost of printing and postage driving direct mail budgets, you may be searching for ways to optimize your direct mail campaign without cutting back on quantity or quality. 40% of consumers have made a purchase in the last 3 months because of direct mail.
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