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You’ve found a list broker who is both knowledgeable and experienced. With their assistance, you were able to choose the best direct mailing list for your intended target group. You’ve chosen the ideal design for your mail piece and are now ready to send it out. But, wait, how will you keep track of your direct mail?
Measuring the response rate of a direct mail campaign has long been regarded to be nearly difficult. When you use telemarketing, you get a nearly instantaneous reaction from the person on the other end of the call.You may get precise information on open rates and click through rates with email marketing. However, when it comes to direct mail, you don’t always know if your letter was successful in directing potential clients your way. To help measure the performance of your next Direct Mail campaign, you’ll need a clear Call to Action.
This information can help you determine whether the campaign was successful in increasing interest in your product or service, as well as which of your areas is the most receptive to direct mail.
Landing Pages That Are Different
Another option to track outcomes is to direct your mail piece’s recipients to a landing page, where you can offer them something in exchange for their email address or other contact information in order to download or recover it. When it comes to measuring your results, this gives you the best of both worlds: A simple and quick approach to drive users to your website, as well as statistics on how many people visit and specific contact information for leads you can convert.
Give your URL a personal touch.
PURLS (custom URLs) are similar to promo codes in that they can be as narrow or as broad as desired, depending on how specified you want your results to be. This can be accomplished in one of two ways:
For each campaign, you may construct a unique PURL for a landing page so that potential clients who want more information or to make a purchase can go to the landing page and be sent to your call to action.
If you’re personalising your direct mail campaign and you’re going to have to print pieces with variable fields anyhow, make a unique PURL for each client. It can be as simple as creating PURLs that finish in unique codes that relate to the marketing database; however, this will not only provide you the numbers that reply, but it will also tell you who the prospects that visited your website were.
Make use of QR codes.
When you use QR (quick response) codes in your direct marketing, you can instantly connect the online and offline parts of your campaign. These provide a quick way to send prospects to your website for mobile users, rather than asking them to visit your site and select a specific page or put in a long (or confusing) URL. The user scans the code with their smartphone and is immediately taken to the desired website. Again, you have the option of having everyone visit the same landing page and counting page impressions, or you may design customised landing pages.
Don’t forget to put your skills to the test.
This is one of the most crucial suggestions. Because mailing lists are often big, send a small test group your mail piece first. You will be able to determine how effectively your promotion will function if you have the right call to actions in place. A trial run will help you to fine-tune your direct mail strategy, saving you time, money, and aggravation.
Your marketing activities should evolve in lockstep with technological advancements. Data collection and lead generation are important marketing tactics. Why not combine them with the tried-and-true direct mail technique? Transform your direct mail campaigns into data-gathering behemoths. It will not only help you to assess the success of your direct mail campaign, but it will also provide you with information on your prospects.
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