3 Easy Tips For Direct Mail Campaign Tracking

Why bother setting direct mail campaign tracking with online tools? Isn’t proving ROI and tracking direct mail campaigns difficult and/or expensive?

Many marketers think so. In fact,  according to recent research illustrated by Marketing Charts, over 50% of both B2B and B2C marketers say that “Proving the ROI of our Marketing Activities” is their top marketing challenge . The report was based on data from a survey of over 4,000 marketers and salespeople from around the world conducted by HubSpot. This make sense, as the number of channels that marketers use has exploded (here’s a quick list of over 120!) much faster than the budgets and staff to properly track and analyze marketing activities.

Direct Mail Campaign Tracking = Smart Marketing
It’s no secret that direct mail campaigns are perceived to be expensive by many marketers. Despite all sorts of evidence that direct mail delivers consistently high response rates and return on investment, the costs of postage, paper and printing are considered high, especially in relation to newer channels like email, social and online display. To prove the doubters wrong, marketers and agencies need facts. Without detailed direct mail campaign tracking, budget dollars, resources and attention will chase new, sexy “game changer” marketing tactics, some of which will stick, and others which will fade away.

Online Tracking For Offline Campaigns?
“Counter-intuitive” seems like the phrase used to describe the idea of using online tools to track offline marketing campaigns like direct mail. However, if you pay attention to both B2B and consumer behaviour changes of the past few years, it probably makes more sense. The reality is that buyers respond to ANY type of outreach by going online. If you’re reading this, you probably get it. Up to 94% of B2B buyers and 81% of Consumers will conduct online research prior to buying. The question is – how best to bridge the gap between direct mail and online traffic generated by it?

Tip #1 – PURL Redirect Campaigns – The Fast & Easy Way To Track Direct Mail
The Personalized URL Redirect Campaign is the fastest, easiest and least expensive way to set up detailed tracking for any direct mail campaign. These campaigns are:

Set up in minutes using the same contact list that your mailer is using.
Pointed to ANY web page hosted on any system. There’s no need to build a custom landing page for the tracking to work properly.

Easily configured to tell you exactly who on your list responded online, when and how often.

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