So, you’ve run a direct campaign or several, great! Now comes perhaps the most important part- follow up.

It doesn’t do you a lot of good to have a marketing program if you can determine, in some way how well its performing and if you can how much money you earned from it. What’s more, its one thing to track this information and another to act on it. Here are some tips on how you can use post-campaign data to improve your next mailing:

Analyzing digital data

Chances are your mailer points to some website that your prospects can visit. Whether that’s the call to action of your piece or you’ve simply included it so your customers can visit if they would like more information- the number of web visitors can be a good metric to determine the success of your campaign. There are a few ways you can do this, whether its tracking links or various analytics software. Digital isn’t all you should be looking at though:

Look at response data

If you have access to it, how many people opened your mailing? How many responded? This includes the previous metrics discussed but also how many calls your sales team has received, how many units were sold, or how many of these coupons were used. This can be one of the more difficult parts of a direct mail campaign to track but you can set up call trackers and even personalized coupon codes to track which prospects are responding? Still need some help?

Let us look at it

Another set of eyes never hurt. Have data from a previous mailing? Let us take a look! We have over 30 years of experience in the direct mail in a wide variety of industries. We can help you find the prospects and help you dial in what is and isn’t working for you and your potential customers. We also have the capabilities to bring to your marketing vision to life. Give us a call to find out how we can help you.