Types of Unique Identifiers and How to Use Them in Local Business Marketing
What is a unique identifier in marketing? Direct mail campaigns can be incredibly effective for local businesses, but tracking their success requires careful planning and the use of unique identifiers. These identifiers allow you to measure how many customers respond to your campaign, helping you calculate your return on investment (ROI) and optimize future mailings. In this blog post, we’ll dive deep into how you can use unique URLs, QR codes, and promo codes to track the effectiveness of your direct mail efforts.
Custom URLs or Landing Pages
A custom URL is a dedicated web address that ties directly to your direct mail campaign. This URL should link to a landing page specifically designed to match the offer or message in your mailer. Here’s how to set it up and track it effectively:
1. Create a Unique URL
Your URL should be short, memorable, and tied to the campaign. For example, if your business is “Boss Up Media,” your direct mail campaign could use:
- bossupmedia.com/mailoffer
- bossupmedia.com/localdeal
Use a domain or subdomain that matches your branding to make it professional and easy to recall.
2. Build a Landing Page
The landing page should provide a seamless experience for visitors who respond to the mailer. It should include:
- Campaign-Specific Content: Highlight the offer or promotion mentioned in the mailer.
- Clear Call-to-Action (CTA): Guide users to complete an action, such as signing up, purchasing, or scheduling a consultation.
- Tracking Tools: Integrate tools like Google Analytics to monitor traffic and conversions.
3. Track the URL’s Performance
Once your campaign is live, monitor the custom URL’s performance using:
- Google Analytics: Set up goals to track conversions, such as form submissions or purchases.
- Heatmaps and User Flow Tools: Tools like Crazy Egg or Hotjar can show how visitors interact with your landing page.
- Traffic Reports: Look for spikes in traffic corresponding to your mailer’s distribution timeline.
QR Codes
QR codes are a powerful way to bridge the gap between offline and online engagement. They make it easy for recipients to access your online resources without typing a URL.
1. Generate a QR Code
Use a QR code generator like Beaconstac or QR Code Generator to create a code that links directly to your campaign’s custom URL. Most QR code tools also allow you to track data, such as the number of scans, the location of the user, and the type of device used.
2. Place the QR Code Strategically
Ensure your QR code is:
- Prominent: Place it where it’s easily visible.
- Surrounded by Instructions: Add a call-to-action like “Scan me to claim your offer!”
- Tested: Before printing, test the QR code on multiple devices to ensure it works.
3. Monitor QR Code Analytics
Most QR code platforms provide analytics dashboards to track:
- Total scans.
- Unique users.
- Geographic locations.
- Times and dates of scans.
Promo or Coupon Codes
Promo codes are an excellent way to directly measure the impact of your mailer. They’re easy for customers to use and even easier for businesses to track.
1. Create a Unique Code
Assign a code exclusively for your mailer. Examples include:
- MAIL10 (for 10% off).
- LOCAL15 (for $15 off).
- WELCOME2024 (for a new customer offer).
Make the code easy to remember and clearly state its benefits in your mailer.
2. Incorporate the Code into Your Tracking System
If you use an online store or point-of-sale (POS) system, set up the promo code in your system to:
- Apply discounts automatically.
- Log usage data.
3. Analyze Promo Code Usage
At the end of the campaign, evaluate:
- How many times the code was used.
- Revenue generated through the promo code.
- The conversion rate of mailer recipients.
Integrating Unique Identifiers for Comprehensive Tracking
To maximize the effectiveness of your direct mail campaign, combine these tracking methods:
- Use a custom URL in your mailer alongside a QR code that links to the same landing page.
- Include a promo code for additional tracking and incentivization.
- Monitor data across all platforms to get a complete picture of your campaign’s performance.
Why Tracking Matters
Tracking isn’t just about knowing how well your campaign performed—it’s about gathering insights to improve future efforts. By understanding which elements resonate with your audience, you can:
- Refine your messaging.
- Improve targeting.
- Increase ROI on future mailers.
Conclusion
Using unique identifiers like custom URLs, QR codes, and promo codes transforms your direct mail campaign from a static advertisement into a dynamic marketing tool. With proper tracking and analysis, you’ll not only measure your success but also build a data-driven strategy for ongoing growth.
Ready to launch your next direct mail campaign? Contact us at Boss Up Media to get started with expertly designed, trackable mailers tailored to your local business goals!
