Consumers trust direct mail more than other channels because they can touch and feel it.
70% of customers say direct mail feels more personal than online interactions.
The effectiveness of Every Door Direct Mail® hasn’t dwindled despite the availability of so many other marketing channels. In the digital world, with endless clickbaits and notifications, it’s the physical connection provided by a direct mailer that makes a difference.
Yet, some businesses withhold from indulging in its benefits because they fear the inability to measure their return on investment, or track leads and conversions.
Let’s answer one of the most frequently asked questions: how to track EDDM?
1. Call tracking
Use a designated phone number with call forwarding for sales and inquiries. This lets you use unique phone numbers that forward calls to your actual phone number. You can exclusively identify who is calling you with this system. It also makes it easy to create a database for all new client calls.
2. Promotional URLs
Trackable, campaign-specific URLs can help you count web page visits directly. You can track the performance of your EDDM® campaign by the number of daily, weekly, or monthly page visits and impressions. This method can be used when your call to action requires people to read specific information, or you’re promoting a unique offer.
3. Coupons and Promo codes
Create distinct coupon codes for your EDDM® campaign to track the number of conversions. You can know the specific number of times a coupon code was used. This is ideal for calculating the response rate of an offer.
4. QR codes
QR codes can be scanned by most smartphone cameras by default. They’re essentially 2D barcodes that take you to a website when scanned. This allows you to count your website visits. A younger audience responds best to this method.
5. Time isolation
You can simply measure your key performance indicators such as enquiries, purchases, new customers, etc. before you run a campaign. Post which, you can compare your response rates before, during and after the campaign. This is simple to implement, but not always optimal and accurate.
If you can’t use any of the above methods, simply ask your customers how they discovered you through a survey. This may not always be accurate since many customers will come to know about you through multiple channels, and rely on your credibility and sample size. This is ideal for a small number of customers since it allows you to have direct conversations with them.
We hope we’ve answered your question, and provided some tips on how to track EDDM.
Are you looking for consistent business growth for your business at affordable prices? All you need is to get started with an EDDM campaign. EDDM® is one of the most effective, tried and tested ways to drive sales and procure leads.