How To Track, Measure, and Maximize Your Direct Mail Results

We all know the drill: marketing is a game of proving your worth, and direct mail shouldn’t be the odd one out. So, let’s get real about how to show those numbers some love. The common response from physical-mail naysayers is that it can be tough to see the immediate impact of direct mail, but marketers are inherently good at tracking, analyzing, improving, and delivering results. So why are we letting direct mail slip through the cracks? Time to fix that.

 

1. Let’s Talk Tracking: Beyond “It Went Out”

“We mailed it!” isn’t a strategy, it’s a starting point. We need to know what happens after those mailers land. Here’s how:

• Secret Codes and Links: Think of them as breadcrumbs. Unique offer codes or personalized URLs are your best friends. They tell you exactly who hopped onto your website or took you up on that deal.
• QR Codes: Your Little Digital Helpers: These aren’t just for menus anymore! They can zap people straight to a landing page, track who’s engaging, and even set up personalized follow-ups.
• Dedicated Phone Lines: Give your mailers their own phone number. It’s like giving them a voice. You’ll know exactly who’s calling because of that mail piece, and yes, Gen Z is bringing back the phone call era.

 

2. Playing Nice with Your Digital Tools

Direct mail isn’t a lone wolf; it’s part of the pack. Let’s get it playing nice with your other marketing tools:

• Matchmaking Your Data: Think of it like a dating app for your customer data. Match who visited your site or bought something with who got your mailer. Boom! You’ve got insights.
• Google Analytics: Your Digital BFF: Use those fancy UTM parameters in your personalized links. Google Analytics will show you exactly how much traffic your mailer drove.
• Your CRM: The Ultimate Connector: Hook up your CRM to your direct mail data. You’ll see the whole picture of your customer journey, from mailbox to purchase.

 

3. Show Me the Money: Calculating Real ROI

Okay, let’s get down to brass tacks. We need to show the boss (or ourselves!) that direct mail is worth it.

• Add Up the Bills: Design, printing, postage – everything counts.
• Count the Cash: How much did your mailer bring in? Those tracking methods will come in handy here.
• Do the Math: (Revenue – Cost) / Cost x 100 = Your ROI. Simple as that.

Direct mail isn’t some old-school relic. It’s a powerful tool when you treat it right. Let’s ditch the guessing game and start showing some real results. Your future campaigns (and your boss) will thank you.

 

Contact Kirkwood For Your Professional Print & Marketing Strategy

Kirkwood is your partner in all things marketing. From brainstorming campaigns, to design, print, mail, and yes, tracking that ROI, we’ve got you covered. Need to make sure your marketing shines? We’ve got your back.