Direct mail is one of the most powerful forms of offline advertising. Unlike paid online ads, a direct mail piece is a physical, tangible item that can’t be deleted with the push of a mouse button.
The reason why so many Alexandria and Arlington businesses are seeing great results is due to them tracking and measuring the performance of their campaigns. Over time, this allows them to refine their mailers and laser target the audience who are most likely to convert.
There are some businesses, however, who tend to view direct mail as a proverbial note in a bottle that’s tossed overboard into the ocean. Once they drop off the mailers at the post office, it’s up to fate and the winds to do the rest. This not only wastes a significant amount of money but can lead to them making false assumptions, such as a recent uptick in business being attributed to a recent direct mail campaign.
We want to share with you five tips on how you can effectively measure the success of your direct mail campaigns. This way, you’ll know exactly what is—and what isn’t—working so that you can refine your strategies to focus on what drives the most money.
Personalized URL’s (PURLs)
PURLs are a simplified way of giving someone the address of your website. Many company websites will set up landing pages, but the trouble with them is that sometimes the URL (website address) is very lengthy.
For example, let’s say you set up a direct mail campaign and want to put the URL of a landing page on your website. It could look something like this:
That long line of gibberish is near-impossible for someone to type into their web browser. A PURL will shorten the above URL into a branded link that leads to the same page:
The PURL that you select should be memorable, branded, and, most importantly—short. The shorter, the better as it makes it much easier to read, remember, and type into a web browser.
A QR Code is like a barcode for a website. When used on a direct mail piece, the recipient can take out their smartphone and open up the camera and take a picture. Most modern cell phones will then automatically open up a web browser and website of your choosing.
From here, you can collect their personal information or promote a service or offer. Keep in mind that the site that you send them to will need to be mobile-optimized. Otherwise, it may not look right or work well.
Unique Offer ID’s
A unique offer ID is one of the best ways to track performance. It will allow you to attribute what campaigns are directly responsible for an increase in sales. The mail recipient turns in the mailer at the time of purchase, and you can then cross-reference the unique offer ID printed on the front or back of the card.
One of the best ways to add a unique offer ID is through variable data printing. This will allow you to segment different audiences and promotions and then assign each one a unique offer ID.
Variable data printing will also allow you to include various offers that cater specifically to each audience. For example, if you’re a CPA, you can include an upsell offer for bookkeeping services to those clients who might benefit most from it.
It’s been said that around 40% of the success of any direct marketing campaign can be directly tied back to the quality of the list.
A high-quality mailing list, coupled with variable data printing, will help you target those who are most likely to need your products or services and present them with relevant offers that speak directly to them.
AlphaGraphics of Alexandria and Arlington can help you rent, buy, or create a targeted mailing list that will help increase the chances of success.
Direct Mail and Marketing Help in Alexandria and Arlington
If you’re looking to improve or track the results of your next direct mail marketing campaign or would like help setting one up, give the marketing experts at AlphaGraphics of Alexandria Va. and Arlington Va. a call.
We’ve helped countless local businesses and organizations with the creation, design, and execution of their direct mail campaigns. If you’d like to learn more, or if you have any questions about this blog post, give us a call at (703) 549-2432 or contact us on our website.