Tracking the effectiveness of your direct mail campaign for your local business involves integrating offline and online tools to measure responses and conversions. Here’s how you can effectively track your campaign:
1. Include Unique Identifiers in Your Mailer
Adding unique elements helps you track where responses are coming from.
- Custom URL or Landing Page:
Create a specific URL that links to a dedicated landing page related to the offer in your mailer.
Example:bossupmedia.com/mailoffer.
Use tools like Google Analytics to track visitors and conversions on this page. - QR Codes:
Generate a QR code that links to a trackable online page. Many tools, like QR Code Generator or Beaconstac, allow you to monitor scan data, including time and location. - Promo or Coupon Code:
Use a unique discount code tied specifically to the mailer. Example:LOCAL15.
Full post on Unique Identifiers Here
2. Use Call Tracking
If your mailer encourages phone calls, track them effectively:
- Dedicated Phone Number:
Use a phone number that is exclusively for the campaign. Services like CallRail or Grasshopper provide tracking and analytics for inbound calls. - Track Call Volume:
Monitor when and how many calls you receive during the campaign period.
Full Post on Call Tracking Here
3. Track In-Store Visits
For a physical location, track foot traffic and sales generated by the campaign:
- Exclusive Offers:
Include an in-store-only discount or freebie. Example: “Bring this postcard for 10% off your first visit.” - Ask for the Mailer:
Request customers to present the mailer to redeem the offer.
Full Post on In-Store Visit Tracking Here
4. Analyze Online Engagement
Encourage customers to visit your website or social media:
- UTM Parameters:
Add UTM tracking to URLs on your mailer to track the source, medium, and campaign in Google Analytics. Example:bossupmedia.com?utm_source=directmail&utm_medium=postcard&utm_campaign=localbizpromo. - Track Website Traffic Spikes:
Look for increases in web traffic during the mailer’s active period.
Full Post on On-Line Engagement Here
5. Leverage Customer Feedback
Ask new customers how they heard about your business.
- Survey at Checkout:
Include a quick question on in-store or online checkout forms. - Follow-Up Email:
If customers sign up online or via your CRM, ask how they found you.
Full Post on Customer Feedback Here
6. Use Response Cards or QR Codes
Include a tear-off response card or QR code that customers can return or scan to show interest. Ensure these are uniquely tied to the campaign.
Learn More On This Method Here
7. Matchback Analysis
Compare your mailing list to new customer records to identify overlaps. This works especially well if you’re tracking purchases, sign-ups, or leads.
8. Combine Offers with Your CRM
Use your CRM to log responses tied to the mailer campaign:
- Track promo code usage.
- Identify customers who visited after receiving the mailer.
- Segment customers from this campaign for follow-up marketing.
Tools You Can Use:
- Google Analytics for online tracking.
- CallRail or Twilio for call tracking.
- QR Code Generator for trackable QR codes.
- Coupon Software (e.g., Shopify or your POS system) for promo tracking.
- Customer Surveys for qualitative feedback.
Bonus Tip: Evaluate ROI
After your campaign ends:
- Total the cost of your campaign (design, printing, mailing).
- Count the number of responses or new customers.
- Calculate your cost per lead and revenue generated to evaluate your return on investment.
