Tips for Tracking ROI on Direct Mail, Print Advertising
People say that direct mail and print advertising are losing favor, because you can’t track ROI.
Here’s a tip. You can.
One of the most popular aspects of digital marketing is the ability to track the cost and effectiveness of marketing efforts. Digital marketers can learn not only how many people are engaging with ads or pages, but they can also determine such things as what types of people are doing so, where they are from, how long they spend on your pages, and where they came from.
While measuring the success of your direct mail, print campaigns might not be as accurate as tracking digital marketing data, it can be done. And your efforts can provide a useful guide.
Direct mail can be a strong marketing channel. It can work well alone or as part of a wider campaign. We don’t want you to miss out because someone said you can’t track what’s working and what is not. Here are some tips for getting that all-important feedback during your direct mail marketing campaigns.
Choose a Vanity URL
A vanity URL is a short, unique URL for a brand or ad campaign. By using a URL that is only used for your marketing campaign, you can be sure that most of the traffic will be as a result of your direct mail campaign.
Use a Promotion or Coupon Code
Using a promotion or coupon code is a great way to increase engagement. It’s also a fantastic way to track the ROI of your direct mail campaign.
If you use the code exclusively in your direct mail campaign, you’ll know that anyone using the code received it during this campaign.
Create a Control Group
Divide your mailing list into a small, control group and a larger test group. For the best results, both groups should be demographically similar.
Send your campaign to the large, test group.
Send nothing to the control group.
Now calculate your revenue per customer for each group. If the revenue per customer from your test group is larger than the revenue per customer in your control group, it looks like your direct mail campaign is working. The difference between the two figures will give you some idea of how successful your direct mail campaign is.
Take Your Time
Online promotion and television and radio commercials often take effect very quickly. With print media, however, you can expect things to take longer. For the most accurate results, wait one or two weeks before you attempt to measure the ROI of your print campaign.
Use whatever forms of advertising and marketing serve your clients. With these tips, you’ll be able to use direct mail marketing and you’ll know how well it’s working out for you.
Click to get started with a direct mail marketing campaign with the power of digital analytics behind you.