Tracking Response…The Easy Way!

It’s easy to play direct mail response detective…

Like every business, you want to make the most of the money you spend on advertising. That means you need to know what’s working for you and what’s not.

By using a keycode to identify not only your mailing piece (letter, flyer, postcard) but also the recipient (customer list, rented list, past buyers), you can track response.

Playing direct mail detective requires you and your staff to question inbound sales calls, inquiries, and orders. You simply ask, “Would you give me the number that appears in the lower left-hand corner… or just above the name?” See how this can help you identify what is driving your responses?

In order to be a good detective, you must ask the question and you must keep track of the answers. That will lead you into reinvesting your direct mail dollars in those messages that work the best!Another effective way to track response to your direct mail campaign is to add an online response vehicle such as a pURL (personalized URL) or QR Code (quick response) that directs the recipient to a unique landing page. The advantage to using these types of response options is that tracking is immediate and automatic – notification comes to you instantly via email without having to ask any questions or wait for the recipient to call you. To learn more about adding an online response vehicle to your next direct mail campaign, contact the direct mail experts at Professional Print & Mail.