Direct mail campaigns used to be difficult to measure. This is no longer the case, now that you can power direct mail with your CRM. Simply use Inkit with your marketing automation platform to evaluate direct mail campaigns nearly as easily as email.
Just as with digital marketing, measuring direct mail campaigns can inform and improve future efforts. So, where should you get started?
Here are five areas to focus your direct mail campaign analysis:
1. Direct Mail Campaign Results
First, you want to make sure your direct mail campaign is designed to track results. You can do this by including a QR code, trackable coupon code, landing page or personalized URL on your mailer. Pro Tip: Learn how to create a QR Code here.
The marketing postcard below from Primary uses a special trackable coupon code. The children’s clothing e-commerce site uses a different code for the same offer in its online marketing, allowing it to parse out the results.
When you go to analyze your direct mail campaign results, look further than response rate and return on investment. One of the most important data points to segregate is interest. You can do this by determining how many people took Step 1 (i.e. how many people went to the landing page or URL listed on your mailer). Was there a significant level of interest that didn’t end in purchases? If so, your mailer worked. It drove people online. But, something is wrong with a latter stage of your customer journey. Or, perhaps there was a low interest level in general indicating the mailer’s content or targeting needs improvement.
2. Your Direct Mail Campaign Offer
Be sure to track data on your offer in all formats. Have you used this offer before in email or another format? If so, how does that data compare to the direct mail campaign’s results? Sometimes offers that work well in one channel do not perform as well in others. Did you test another offer alongside this one (either in this direct mail campaign or a previous e-mail split-test)? If you sense that something is wrong with the offer, show the mailer to people outside of your organization to see if the messaging is clear. If your mailer didn’t perform, but you believe your offer is strong, consider sending the offer again with different direct mail copy and design.
I recently received both of these direct mail campaigns from Petco. These similar yet different offers are a great way to gauge whether dog or cat campaigns performs better. Petco’s marketers could even take it one step further and test images of different dog breeds with the same offer. Could the trendy Goldendoodle outsell the classic Yellow Lab? Who’s to say!
3. Direct Mail Copy and Design
Often, marketers who are new to direct mail start by simply reformatting successful email offers for print. While it can certainly save time and resources to test offers in email, what works in email doesn’t always work in direct mail when it comes to copy and design.