• HOW DO I TRACK MY DIRECT MAIL CAMPAIGN RESULTS?

VALUE PROPOSITION

Keeping your business top of mind with your customers is vital to keep them coming back. Creating marketing campaigns such as direct mail, email and social media is a big part of that. But in the past, tracking the success of a campaign has been challenging.

Analytics has solved this for you, allowing you to now make data-driven marketing decisions. Analytics can validate your marketing and advertising effectiveness by comparing new vs. returning customer data.

MERCHANT EXAMPLE

Let’s go through an example for tracking a direct mail campaign:

Ryan is sending out a postcard promoting his special BBQ menu to nearby businesses that have previously used his café’s catering services. He wants to make sure it’s worth it. He can track his return on investment with just a few easy steps.

MERCHANT EXAMPLE

  1. Access Analytics dashboard

  2. Go to "Daybook" section

  3. Add "BBQ Catering Direct Mail Launch" note to the date it was sent out

  4. Track results to watch the number of Return Customers increase as businesses are reminded of his catering services and place additional orders

BEST PRACTICES

   

Here are just a few things that Ryan should keep in mind when creating his direct mail campaign:

Create a compelling Call-To-Action

Ryan should make sure that he tells his customers how to place orders. Offering multiple options allows his customers to engage in the way that they prefer.

  • Call 555.555.5555

  • Email Ryan@Ryanscafe.com

  • Order online at www.Ryanscafe.com

  • Download our app

Add a coupon or special offer

Ryan could offer 10% off the next order, free dessert or a “buy two, get one 50% off” promotion to encourage customers to act. Including a expiration date creates a sense of urgency. Check out our article, “To Coupon or Not to Coupon” for more information on couponing.

Include messaging through other channels Ryan doesn’t need to rely solely on direct mail – he can include email marketing and social media posts to promote his catering promotion too.

WONDERING WHERE TO TARGET YOUR EFFORTS?

Upgrade your experience with our Customer Intelligence module to learn valuable details about your customers including:
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Popular zip codes

Determine where your customers are coming from and what areas to focus your mailing efforts on using a personalized customer zip code map.
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Demographics & Spending

Learn more about your clientele, their interests, and spending habits to better market to them.
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Social Reputation Management

Keep a pulse on what your customers are saying about you and your competitors across social media platforms.