When you are planning on sending a direct mail piece out to your target audience, make sure you include measurement components into your marketing strategy. That way, you can see which marketing methods are the most effective!
Use Google Analytics to Benchmark Direct Traffic
Prior to sending out the direct mail piece, monitor and record the Direct Traffic that Google Analytics reports on your corporate website.
Then, monitor those numbers as the direct mailer starts to land in recipients’ mailboxes. While this is not going to tell you exactly how many people hit the website because they saw your URL on the mail piece, this approach may help you to gauge if the needle moved at all.
Yes, it may sound simple and less than scientific… but it’s something that should and can be done by anyone.
Use Personalized or Unique URLs on the Direct Mail Piece
Rather than printing your corporate website URL on the direct mail piece, use a custom or unique URL that will only be promoted to the people receiving the direct mailer.
That URL may simply serve as a redirect to the corporate website once it’s entered. Or maybe it points to a landing page that is embedded into one of your site’s pages.
This activity should help to serve as a good indicator if the mail piece made an impact.
This approach is often simple to execute and can result in solid data… but it’s often overlooked. In the contact forms that are provided on your website, add a question that asks people how they heard about you.
Also, train and encourage sales reps to ask new prospects that request more information if they received the mailer and then record it.
Of course, direct mail’s impact isn’t necessarily measured only within the few days it arrives at the recipient’s house. People may store and return to that mailer at a later date — perhaps even weeks later. Thus, keep an eye on website traffic over the long-term to see if the impact of the mailer is still being felt.
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