How to Measure Marketing Success in Direct Mail Campaigns in Just 6 Steps
You’re a marketer who manages many moving parts. Your responsibilities include how to measure marketing success in every campaign. Plus, you must target the right audience, choose the right images, create a compelling message and offer, and select the right direct mail experts to guide you.
An expert who has managed thousands of direct mail campaigns can help you choose the methods and metrics that yield the data that can help you see the results of your hard work. In addition, they can help you use the information to shape future direct mail campaigns and drive long-term success.
Here’s how to measure marketing success in six steps, in two distinct categories:
How to Measure Marketing Success Using Tracking Methods
Each mailing should have a way to measure how recipients respond. When a new or returning customer makes a purchase, you must be able to trace the action back to the mailer or campaign.
Each campaign can have more than one tracking method, depending on whether you want to measure response from different types of customers, each phase of the campaign, or more. You can even track whether customers prefer one method. Conduct an A/B test to see if you capture more sales using one tracking tool over the other.
Now, let’s dig into it:
Step 1: Coupon Codes
An easy way to track the effectiveness of each mailing, coupon codes have been used for decades. Simply print a code on the mailer or postcard, near the offer, and ask the customer to enter it for online orders or turn in the coupon for a face-to-face sale.
A distinct code can be issued for postcards that are sent to each customer list, and a different code for prospective customers. You can even use different codes for mailers that are sent in different quarters. For instance:
- Quarter 1 – Customers – Coupon code: 1C2022
- Quarter 1 – Prospects – Coupon code: 1P2022
- Quarter 2 – Customers – Coupon code: 2C2022
- Quarter 2 – Prospect – Coupon code: 2C2022
Thanks to the affordability of digital printing, variable data printing makes adding different coupon codes, messages and offers much easier to execute today.
Helpful Hint: It’s easier to get sales from customers versus prospects, consider giving prospects a deeper discount for their first sale.
Step 2: Trackable Phone Number
If you’re advertising a service that requires customers to make an appointment – pest control, landscaping, or handyperson services, you can measure the response to your mailer by setting up a specific telephone number. This number would only be active during the sale’s timeframe.
Helpful Hint: If a separate phone number is too much of a hassle, use the coupon code as a measurement instead and ask the caller for the code on the postcard when they call in.
Step 3: Landing Page
Create a landing page to capture visitors who want to find out more information. Measure conversions when they fill out the “request for information form” (RFI). or schedule an appointment.
The forms should include a field for email addresses and an opt-in opportunity that will allow you to email offers to visitors in the future.
If your goal is to capture conversions, the landing page should have text to convince visitors to try your product, service, or download a flyer.
Helpful Hint: To ensure that conversions are driven by the mailer, add a field to the RFI or Appointment form for the coupon code.
How to Measure Marketing Success Using Metrics
Direct mail campaign success is usually measured by greater market awareness or sales. Choose the measurements that will show you whether your direct mail campaign is performing.
Step 4: Response Rate
Measuring the results – coupon codes, calls, visits to websites – is critical in determining whether your direct mail campaign is creating awareness. According to the 2019 Data and Marketing Association, the average response rate for direct mail is 9% for house lists and 4.9% for prospect lists.
If your campaign isn’t performing to average levels, assess key marketing elements. Could your offer be better? Is your message clear? Would a larger postcard or 4-color mailer perform better?
On the contrary, if it’s exceeding expectations, take note of what is probably working so you can duplicate it again and again.
Step 5: Conversion Rate
If you want to go beyond awareness to engagement, measure how many prospects request more information or purchase your product. Capturing the coupon code is critical in determining whether the sale was influenced by your mailer.
Each sale or completed RFI form that’s driven by the campaign is a conversion. A conversion could be influenced by how your company and product are represented, or the advertised offer. It’s valuable information that lets you know whether your mailer is performing or needs to be adjusted.
Step 6: Profitability
Find out if your campaign was profitable. Calculate the cost that went into creating the postcards, mailing them, and gathering the sales data. Subtract the cost from the revenue that’s attributed to the campaign.
If you spent $12,500 for postcards, lists, the cost of mailing, and the cost of extra staff to take phone calls, and the campaign brought in $20,000, that’s a 32% return on your investment.
The average return on investment for direct mail is 29%, so the results from our example are better than the average. Your fictional campaign is performing better than most direct mail campaigns, but that doesn’t mean you can’t drive your results even higher.
Implement a review process following every campaign. Here, with marketing staff and a direct mail consultant, identify the key elements responsible for your success and plan how to utilize or improve them for future campaigns.
How to Measure Marketing Success Using Direct Mail Pros
Your business health depends on the success of your direct mail campaign. By executing each step perfectly and knowing how to measure marketing success, you have the best chance of creating profitable campaigns with each mailing.
To further your success, a trusted advisor with a proven track record in direct mail marketing is essential. One Stop Mail has more than 15-years of experience with direct mail and commercial printing success. From the campaign, conception to list production, postcard and mailer creation, to mailing and calculating the success of your program – the staff of One Stop Mail is here for you.
If you’re ready to succeed with your next direct mail campaign, get a quote or more information, or contact Marty at 602.932.0365.