Tracking the results of your promotional postcards is key to determining the success of your campaign. Unfortunately, many businesses simply drop their postcards in the mail, hope for the best, and never bother to keep track of response rates. This is a sure-fire way to misjudge the effectiveness of your message and miss out on opportunities for improvement.
But don’t worry! Tracking the results of your postcard marketing is very simple, even for beginners. You don’t need sophisticated marketing technology. All you need is a clear plan of action for how you (or your staff) will track response rates and present the results once the campaign is over.
Steps on How to Track Your Postcard Campaign
Let’s work on this strategy together.
1. Designate a point person to oversee the campaign.
This will likely be a project manager or marketing specialist who be in charge of executing the campaign and compiling all information, including mailing list size, response rates and so on.
2. Put a special phone extension or web address on your direct-mail postcards (if possible).
This will ensure that most people who respond to your postcard will be directed to a dedicated line, salesperson or landing page.
3. Notify all necessary sales reps.
Anyone who answers the phone or deals directly with customers should know about the postcard marketing campaign. Instruct them to keep careful track of all customers who are responding to the promotion, which ones convert into sales, etc. Make sure they know to enter this information into the appropriate system, or to simply relay that information to the main point person.
4. Track everything.
How many postcards? How many calls? Website visits? Sales? You’ll need this information to figure out the final results of the campaign.
5. Calculate your most important response rate.
Divide the number of people who responded to your campaign (or performed whichever action was desired. i.e. a sale) by the total number of promotional postcards your mailed. For example, if you mailed 10,000 postcards and 500 people responded, your response rate would be 5.00%. Not bad!
6. Create a report.
Have your point person turn all the data into a clear, easy-to-understand report. The more information included, the better, especially if you’re doing A-B split tests. Make sure everyone involved with the campaign, including your creative teams, get a copy of this report. Even better, go over it together and highlight the most important findings.
7. Use the data to make improvements on your next campaign.
Don’t worry if your first batch of promotional postcards bombed. Use what you learned to make it better and try again. This is important for all forms of marketing, and postcard marketing is no exception.
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