Easy steps to measure direct mail ROI
When a company decides to integrate a direct mail campaign into its marketing plan, it has to consider the cost of quality print materials and postage. However, if the direct mail succeeds in attracting customers’ attention, it can be a lucrative campaign that has the potential to bring in business and revenue - the trick is measuring the campaign’s effectiveness.
Experts urge companies to chart their marketing return on investment (ROI) to ensure their strategies are successful and worth the time and effort. Although it may seem intimidating to find ways to measure ROI, the Fox Small Business Center recently published a list of inexpensive ways companies can calculate this figure to guarantee their marketing efforts are paying off.
Perhaps the most helpful tip for companies reliant on direct mail is the use of unique phone numbers, URLs, email addresses and promotion codes. By sending materials using contact information or promotion codes unique to a batch of direct mail, the business can chart how many people made contact based on specific mail they received. This practice could also be useful when testing direct mail strategies on different focus groups.
Although tracking ROI could potentially save small businesses money, it is equally important to send direct mail to only the most interested leads. This can be achieved by implementing address verification and correction software as a means to weed out incorrect or outdated addresses and save money on wasted materials and postage.