The Importance Of Accurately Measuring Direct Mail

 In Newsletter

In the digital age, direct mail is still a very powerful tool, but accurately measuring direct mail’s effectiveness is just as important as reaching the customer.

It has been discovered that when incorporating direct mail measurement, search marketing was getting too much credit for an action that was driven initially by a direct mail piece. This is because if a consumer gets a direct mail piece and then walks into a store or visits a website as a result, direct mail didn’t get much – or sometimes any – of the attribution or “credit” for the engagement. Marketers were missing out on seeing the true power of their campaigns.

To conduct a successful marketing campaign you must know where to reach likely consumers. To know your customer is to know where and how they buy and the only way to know this is by measuring their tendencies and needs. Previous marketing analytics have failed to account for, or credit, direct mail as the medium that led to online purchases. Without the right metrics for tracking both marketing and consumer-end purchases, a direct mail campaign will never fully realize its potential.

Today’s most successful direct mail marketers understand the importance of accurately measuring results and attribution and Money Mailer is able to track and measure consumer response in several different ways:

  • Call Tracking & Analytics
    • Listen to recorded calls to measure and improve sales effectiveness.
  • In-Person redemption (using codes)
    • Identifies consumers who handed the coupon directly to you.
  • URL Tracking
    • Measuring hits to your website.

As online retail continues to grow, direct mail marketing campaigns can be designed to act as a catalyst that boosts the production of every media channel involved. Until now, direct mail response rate measurement has always suffered from multiple blind spots which caused the perceived value of the medium to be reduced. With proper attribution, direct mail proves to be one of the most cost-effective and productive marketing tools available today and will continue to be in the future as well.

Source: https://www.martechadvisor.com/articles/marketing-automation-2/direct-mail-suffers-from-lack-of-measurement-not-lack-of-effectiveness/

 


 

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