How To Measure the Success of Your Direct Mailer Marketing Efforts

If you send out 1500 direct mailers to potential customers, you need ways of knowing how many of them interacted with your direct mail in some way, and how many made purchases because of your campaign. That way, you can make adjustments to your future direct mailer campaigns and enjoy increased sales. Here are some tips on how to measure your direct mailer marketing efforts.


1. Direct Customer Feedback
Use a coupon with a code. Keep a record of how many of these coupons were used in your store and, if your business keeps customer profiles, where the customers who used these coupons live. You can also ask in-store customers about what prompted their visit. If your business is online, create a separate URL for your business and display it on your postcard, then track visits to this site. Or, have customers fill out a post-purchase survey with the relevant information.

2. Monitor Your Online Presences
Keep tabs on your likes, comments, follows, and mentions on social media during the postcard campaign. If you’ve prominently displayed your social media accounts on the postcard, you will most likely see increases in the numbers of potential customers taking to the web to learn more about your business. Be sure to engage these new arrivals. Also, monitor your website hits during this time. Why not ask them to 'like' you while you're at it?

3. Listen & Take Notes
The whole reason you’re measuring these campaigns is to have insights into creating more successful campaigns in the future. Talk to customers and find out what they liked or didn’t like about your mailers. Use your data to understand which parts of the postcard went over better than others. Maybe your coupon expired too quickly. Maybe it didn’t give enough of a discount. Maybe your photo wasn’t eye-catching enough. After you find this information, try to improve your sales and engagement during your next direct mailer campaign by turning these insights into action.

At its roots, business is both a numbers game and a person-to-person exercise. These tips combine the numbers insights crucial to running a successful business with the people skills essential to running a business.