URLs and qr codes

One of the most popular ways of tracking your direct mail responses are through the use of URL’s and QR codes. When using a QR code or URL is it important to make a URL that is being used specifically for this campaign. For example, if you want to send people to your website use something like www.example.com/mailer instead of just your normal homepage URL (www.example.com).

Nothing needs to be visually or functionally different on this page, just the URL so you can accurately track your visits on Google Analytics or whatever other analytic site you use. Then, you can look back after you have sent our your mailer and see how many people scanned your code or viewed your site.

call-in response

Another way to track your responses is from the amount of calls you receive as a result of your mailer. If you are planning on using this method it is smart to use a designated temporary number that can be forwarded to your main office or whoever you’d like it to be sent to. This way you can set up a call tracking service to count the amount of people who call your business from the number on your mailer.

A more tedious way of tracking this can be to have your staff simply ask “where did you hear about us from” and they can keep a record. This method of course has an element of human error that may skew data.

offer codes

Offer codes are a simple, low-tech way to track your mailing campaign. All you have to do is come up with a short word or phrase that will be associated with that specific mailing campaign and ask your recipients to use it. This method allows for your recipients to choose if they want to call, email, or reach-out in person.

This method of tracking will need to be tracked in a CRM (Customer Relationship Management) service. In addition, it is important to let all of your customer service reps know that this promotion is going out and what phrase/word they should be keeping an eye out for. This method is easy to execute but can be more tedious and unreliable for tracking purposes.

Mail-back

One of the most popular ways of tracking your direct mail responses are through the use of URL’s and QR codes. When using a QR code or URL is it important to make a URL that is being used specifically for this campaign. For example, if you want to send people to your website use something like www.example.com/mailer instead of just your normal homepage URL (www.example.com).

Nothing needs to be visually or functionally different on this page, just the URL so you can accurately track your visits on Google Analytics or whatever other analytic site you use. Then, you can look back after you have sent our your mailer and see how many people scanned your code or viewed your site.

How to boost your direct mail response rate

Aside from choosing the appropriate direct mail response rate strategy there are numerous other factors that go into creating a successful mailing piece. Check our our our other posts including how to successfully design a postcard in 5 steps and the ultimate guide to variable data printing and PURLS.

Have more questions? Reach out to one of our mailing experts here.

A lot of what creates a successful mailing campaign is the frequency in which you send out mailers to re-engage with your audience. The frequency depends on a lot of factors including who you are mailing to, what you’re advertising, holidays surrounding your campaign and more.

What is direct mail frequency?

Direct mail frequency is the amount of times that a prospect is exposed to your marketing. With more exposure the more likely a prospect is to recognize your brand and follow through with your call to action. 

People get bombarded with advertisements and campaigns everyday through social media, email, text, tv, radio, etc. However, because print is tactile, you have already began to stand out from the clutter. 

While utilizing a physical communication technique already sets you apart from the crowd, you still must repeat your message in order for a consumer to take action. In fact, a consumer must see a message anywhere from 3 to 20 times before the they are ready to pay attention and take action.

finding your frequency balance

According to survey data from the Direct Marketing Association, 21 days is the optimum length of time between mailings. Of course, this is a general rule of thumb and not the perfect strategy for every campaign. 

The timing of your mailing may depend on holidays or relevant events/dates surrounding your campaign. For example, if you are selling back-to-school items  you may want to schedule your mailing to go out twice throughout the summer and once after schools have started. Or, if you are doing a direct mail and email combo campaign, you may want to send out a mailer, three weeks later an email, and then follow up with another mailer. Each campaign can be unique in ot’s timing and frequency.

All wrapped up

When it comes down to it, what is most important is that you are willing to test out different timing strategies and see what works best for your campaign. In addition, be patient with your campaign. You may not see immediate results with your first mailer but possibly two or three in you’ll see results skyrocket! It all depends on your audience, frequency, campaign structure, etc. 

When it comes down to it, utilizing any form of direct mail has already put your company at an advantage in comparison to those only utilizing digital platforms. So have fun with it, experiment and see what works best for you!

Still have some questions? Feel free to reach out to one of our mailing experts today or contact us here.

Common Types of Direct Marketing: 

Direct Mail: This is the most common form of direct marketing. Examples of these can include but are not limited to: catalogs, self-mailers, and postcards. Direct mail can be personalized, tested, and measured. You want to be sure to create the right mailing list for your intended audience, sending your direct mail to the wrong audience wastes time and money.

Email Marketing: Email marketing lets you create messages that are targeted and personalized to help form meaningful relationships with your customers. It is the process of sending promotional messages to people in mass quantities. 

Social Media: Marketing on social media allows you to know your audience and be able to craft a targeted social media campaign. Benefits to social media marketing include, brand awareness, the ability to provide fast and responsive customer service, increases website traffic, spark sales, and improve search rankings. 

Telemarketing: Soliciting potential customers to buy their product or use their service, usually marketed over the phone or through a face to face web meeting. 

Direct Selling: This is selling products directly to consumers in a non retail environment. This type of marketing relies heavily on salespeople getting in front of customers in nontraditional settings. 

What can you do to boost your direct mail marketing results?

Personalize your content, make your customers feel like you know them and their needs. Use designs and colors that will stand out and be memorable. Keeping it simple and not overwhelming tends to get you the best results. Target the right audience, you want to create the perfect mailing list that fits your business. Know what type of delivery your audience prefers. This can be tested and altered because there are a variety of ways customers will prefer to to receive direct mail. 

Why is direct marketing important?

Direct marketing helps marketers reach customers fast. It’s an efficient promotional strategy that can be customized and personalized to fit your business’ needs and the needs of your target audience. It also allows you to measure efficiency. The good thing is, there are so many different approaches to direct marketing that if one way doesn’t work you can switch to another way until you find what works best for you and reaching your customers.

Advantages of direct marketing

• Assists in building better relationships with new and already existing customers.
• Allows you to receive direct feedback from your target audience.
• Helps you determine and gives you more feedback on what is working for your target audience.

Now that you’ve read through different types of direct marketing and tips on how to improve your results, you can get started on your next project! We’d be happy to help answer any questions you may have! Click here to contact us.