![]() Pairing your digital campaigns with direct mail marketing can increase your response rates by an average of 25 percent. Instead, integrate both approaches to maximize your return. Nobody ever said you had to choose between digital and direct marketing. 44% of people visit a company’s website after receiving direct mail marketing materials from that company.Your customers like to feel appreciated, and receiving a personalized mail offer from their favorite brand is a great way to influence them to purchase. 70% of people like receiving mail offers that reward their loyalty.Postal Service Office of Inspector General explore the power of print vs. Is Direct Mail Advertising Effective? A Research Study. Finding Brand Success In The Digital World. New GroupM Research Examines Consumer Trust in Digital Marketing. The Science Behind Email Open Rates (And How to Get More People to Read Your Emails. Face-to-face conversations about brands communicate higher credibility than online conversations, brand experts say. 2015 DMA Response Rate Report: Direct Mail Outperforms All Digital Channels Combined By Nearly 600%. The Neuroscience behind the response-driving power of direct mail. The Power of Direct Mail in the Digital Age. Depending on what you’re selling, they may be a good fit for your business, especially if you specialize in high-end and costly goods and it’s worth it for your business to go that extra mile to make a sale.īarr, C. PURLs do add a level of complexity, however, and will require most businesses to work with a marketing automation company. If you want to take it a step further, you could set up a personalized URL (PURL) for each person on your mailing list, which would take prospects like Joe Smith to a page like Joe-Smith. Google’s Campaign URL Builder is a great tool to make a dedicated URL so it’s easy to track the success of your campaign. ![]() ![]() Your website analytics can then tell you how many prospects visited the page and how many took the desired action: using the coupon code to get a free pizza. For example, a local restaurant, we’ll call it Peter’s Pizza, could create a free pizza offer on a landing page with the URL: free-pizza So, let’s review some of the best ways to measure the success of direct mail marketing campaigns, as mentioned above.Ī Trackable URL is a website or landing page designed specifically for your direct mail campaign and meant to drive traffic to that page. Otherwise, your campaign may suffer from inaccurate data collection.įor example, if you’re using a call tracking phone number that routes to a call center, make sure your customer service representatives know how to allocate the lead information in your tracking system. However, to ensure accurate results, it’s important to make sure employees are properly trained on tracking lead information. Measuring the effectiveness of direct mail ad campaigns is fairly easy. This allows you to accurately identify and align your business goals with your marketing goals.įor example, are you trying to increase foot traffic to your restaurant, or drive awareness about your non-profit organization? Increase leads to your service company, or increase sales in your retail establishment? The most popular methods of measuring response rates include:Īs with any marketing campaign, it’s critical to determine your KPIs (Key Progress Indicators) before you launch your campaign. ![]() However, it’s not difficult to measure the effectiveness of a direct mail campaign, and the results can be just as accurate. One of the reasons why digital marketing efforts are so attractive to business owners and marketers is because of measurement and trackability. ![]()
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