Direct mailing is not one of the easiest forms of marketing; it takes time, effort and money. Furthermore, it is sometimes one of those strategies that don’t yield immediate results, so you have to be patient, and you also have to look at certain indicators to determine if you are getting the desired results. Here are some of the indicators you should be looking out for.
This one is pretty obvious, but it’s still worth reiterating. If people aren’t responding to your mail, then there is very little chance of a lead happening, let alone a sale. You can track responses by using specific codes such as phone numbers or promotion codes.
This is another obvious one, but it is the desired end result of your direct mailing campaign—especially if this is the main means by which you generate sales. Your sales result is a direct reflection of your return on investment, and so you should measure how many sales each mailing piece generates as well as the cost.
These days direct mailing is often done electronically, and if you are involved in direct mailing, it makes sense to have a website because that is one of the first things a prospective customer will look for. In any case, the objective of many direct mailing campaigns is to drive traffic to your website. Your click rate is going to be a big indicator of the effectiveness of your mailing campaign. The more effective your direct mail, the more hits you will have on your landing page.
If the desired result of your direct mailing campaign is to receive calls, then you should have a call tracking system to indicate how successful the direct mailing campaign is. If the phones are ringing off the hook, then it means you are running a pretty good campaign.
The objective of many direct mail campaigns is to generate leads rather than sales. Therefore the success of your direct mailing campaign can be more accurately measured in terms of leads generated rather than sales.
Whatever means you use to measure the success of your campaign, it is important to know what is working and what is not working. If you don’t take the time to do this, then you can be wasting thousands of dollars without seeing any results. By having specific measures of performance, you can see where you can improve and what should be eliminated.