How to Track a Campaign’s Response
You want to be able to track sales or leads generated by each individual direct mail campaign you create. Tracking performance tells you which campaigns are working and which aren’t, so you can learn from your experience when designing future campaigns.
Marketers like direct mail because there are a number of ways to track campaign performance. Unlike traditional print or broadcast advertising, you can track direct mail performance down to the individual order. You do this by assigning specific codes or numbers to a specific campaign.
If you’re running a direct response campaign and offer discounts via coupon, you can track the campaign’s response via coupon codes. On a physical coupon, this is a special alphanumeric code assigned specifically to a campaign or piece. On virtual coupons, the code is typically entered into a field on your website order form or given to an operator during a phone order. All orders associated with a specific code are tracked to the generating campaign.
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For online orders, you can drive customers to their own personalized landing pages on your website. You do this by generating personal URLs (PURLs) for each individual piece mailed. This way you can track each order to a specific customer and to the campaign that inspired the order.
UNIQUE LANDING PAGES
Another approach for tracking web-based sales is to create a unique landing page on your website for each entire campaign. All orders resulting from a given mailing are then driven to the same URL to be tracked.
CALL TRACKING NUMBERS
A call tracking number is a unique phone number assigned to a specific direct mail campaign. Just as you create a unique landing page for a campaign, you create a unique call tracking number, too. Anyone ordering by phone calls into the call tracking number and the resulting sales are then tracked.
A Quick Reference (QR) code is a simple 2D barcode that can be scanned by a customer’s smartphone. The QR code is printed on the mailing piece, and when the customer wants to order, he or she scans the QR code and is taken to the unique web landing page linked to that code. The landing page can display additional content and/or provide immediate ordering. All links and resulting sales from the QR code are automatically tracked.