In direct mail campaigns, tracking performance is key to understanding success and improving results. Here are 5 simple ways to measure how well your campaign is doing:

1. Unique Tracking Codes: Assign specific codes to each mailer to track purchases or responses.

2. Personalized URLs (PURLs): Use unique web links to connect offline mail to online actions.

3. QR Codes: Add scannable codes to mailers for quick access to landing pages and track scans.

4. Dedicated Phone Numbers: Use campaign-specific phone numbers to measure call responses.

5. Response Analysis: Analyze metrics like response rates, conversion rates, and ROI to evaluate overall performance.

Quick Comparison

Direct Mail 101: Part 5 of 5 – Mailing and Measuring for Success

1. Using Tracking Codes

Tracking codes help connect customer responses directly to specific mailings, making it easier to measure ROI accurately.

Setting Up Tracking Codes

Tracking codes can be barcodes or promotional codes. These are added to mailers so they can be redeemed for in-store purchases, online orders, or phone transactions.

Each mailer should have its own unique tracking code. Key attributes of an effective tracking code include:

• Easy to read and enter

• Clearly visible on the mailer

• Consistent in format

• Short enough to minimize errors

Key Tracking Code Features

Tracking codes offer several advantages for evaluating campaign success:

Setup Guidelines

To set up an effective tracking code system:

1. Create a Standardized Format
   Develop a consistent structure for your codes that includes campaign details and launch dates. For example, "SPRING25-0401" could represent a spring campaign starting on April 1.

2. Train Your Team
   Ensure your staff knows how to process and record tracking codes accurately to maintain reliable data.

3. Use Scanning Systems
   Automated barcode scanning reduces human error.

It's important to regularly review your tracking system to maintain data accuracy. Consider using automated validation tools to verify codes instantly and provide real-time performance insights.

2. Creating Custom URLs

PURLs (Personalized URLs) make it easy to track individual engagement by connecting mailed pieces to specific online actions. Think of them as unique tracking codes that bridge offline mail with detailed online behavior, giving marketers better insights into campaign performance.

What Are PURLs?

PURLs are unique web addresses that direct recipients to personalized landing pages. These URLs often include identifiers like names or codes. For example:

• www.campaign.com/john.smith

• www.offer.com/spring2025/js12345

Why Use PURLs?

PURLs bring several advantages when used in direct mail campaigns:

Studies show that adding PURLs can boost campaign response rates by 30% to 100% [5]. This jump comes from combining personalization with easy online access. Pairing PURLs with other tools also gives a complete view of campaign success.

How to Set Up PURLs

Follow these steps to ensure your PURLs work effectively:

1. Organize Your Data
   Prepare your mailing list with key personalization details like names, demographics, or purchase history.

2. Design Personalized Pages
   Create landing pages that adapt to each recipient. Many campaigns use this to showcase tailored offers [4].

3. Set Up Tracking
   Use analytics to monitor visits, time spent on pages, form submissions, and conversions.

4. Test Before Launch
   Check that all PURLs lead to the correct pages and display personalized content. Regular testing ensures everything runs smoothly.

PURLs not only make tracking easier but also enhance the overall customer experience by seamlessly connecting offline and online interactions.

3. Adding QR Codes

Recent data reveals that 75% of consumers expect to use QR codes [6].

QR Code Basics

QR codes can hold up to 4,000 characters - far more than traditional barcodes [6]. They allow users to quickly access personalized landing pages, payment portals, appointment schedulers, product details, and account management tools.

This makes it easier for marketers to track engagement and simplify customer interactions. For instance, Ashley Homestore used QR codes in their direct mail campaigns to personalize each mailer with the recipient's nearest store location, making it easier to book in-store consultations [6].

With these basics covered, QR code tracking provides even greater insights into user behavior.

QR Code Tracking Features

QR code analytics break down campaign performance with key metrics:

For example, Spectrum Mobile used QR codes to direct customers to a cost savings calculator, combining engagement tracking with immediate value [6].

QR Code Design Tips

Once tracking is set up, focus on creating QR codes that encourage people to scan:

• Provide clear instructions: Add prompts like "Scan with your smartphone camera." This is especially helpful since only 31% of people aged 65+ have recently used QR codes [6].

• Blend with your branding: According to Keypoint Intelligence's 2023 survey, adding digital links to direct mail can boost response rates by 9% [7]. Customize QR codes with brand colors, logos, or dynamic features for better tracking and visual appeal.

• Test thoroughly: Ensure QR codes work across different devices, verify landing pages, and check performance under various lighting conditions.

"We've decided not to go completely electronic, as having a multi-channel engagement strategy increases our retention rates. For example, some people will take a postcard and hold onto it until they are ready to renew. Personally, postcards on my fridge are a reminder of the things I don't necessarily have time to do right away. And everybody has enough email." – Ameet Shahani, Director of Technology for CPH & Associates Insurance, Inc. [6]

4. Dedicated Phone Numbers

Dedicated phone numbers provide a straightforward way to measure the success of your campaigns beyond digital tracking. By using these numbers, you can analyze call data to understand the direct impact of your marketing efforts. Here's how to set up, measure, and manage phone tracking systems to improve your campaign insights.

Phone Tracking Setup

Setting up dedicated phone numbers involves a few key steps:

Using numbers that share your business's area code can make recipients feel more comfortable and increase trust [1]. Many call tracking platforms are available, with features like multiple tracking numbers and detailed analytics starting at $30 per month [9].

Call Tracking Results

Call tracking systems provide essential metrics that help refine your marketing strategies:

These metrics allow businesses to evaluate campaign performance and make data-driven adjustments. For example, Dynamic Number Insertion technology can identify the exact source of inbound calls, offering detailed insights [8].

Managing Your Phone Tracking System

To get the most out of your phone tracking system, focus on these three areas:

1. Staff Training
   Ensure your team is trained to categorize leads and record call details accurately.

2. Technical Infrastructure
   Modern call tracking platforms often include:

   • Call recording and playback

   • Real-time analytics dashboards

   • Integration with tools like Google Analytics

   • Custom call tagging options [10]

3. Performance Monitoring
   Regularly track missed calls, response times, call quality, and conversion rates to fine-tune your campaigns.

"By implementing a standard call tracking protocol, you'll be able to learn more about your audience and maximize the profitability of every call." - Neil Patel, Co-Founder of NP Digital & Owner of Ubersuggest [8]

5. Response Analysis

Response analysis evaluates how well your direct mail campaigns perform by connecting mailing lists to purchase data. This helps identify what worked and shapes future strategies.

Analysis Methods

Focus on these key metrics:

To track these effectively, use a CRM system that monitors interactions across different touchpoints [11].

Data Insights

Analyzing your campaign can uncover important trends:

By adding custom contact properties in your CRM, you can track when recipients receive mail and measure response timing more precisely [11]. Use these insights to improve your campaign strategy through the steps below.

Analysis Steps

1. Data Collection Setup
   Before launching, set up tracking tools like custom URLs, unique promo codes, and address verification.

2. Performance Monitoring
   Keep an eye on key metrics throughout the campaign, such as daily responses, conversion trends, revenue, and ROI.

3. Results Documentation

   • Record detailed metrics.

   • Compare outcomes to SMART goals.

   • Note successes and areas needing improvement [1].

For better accuracy, consider advanced direct mail solutions that include features like automated address validation and data cleaning. Tools like BirdseyePost integrate these capabilities, ensuring reliable tracking and helping you fine-tune your campaigns.

This analysis sets the stage for refining your campaign and achieving stronger results.

Conclusion

Tracking methods play a key role in measuring the success of direct mail campaigns. By combining the techniques outlined below, you can create a system that connects every interaction for a complete performance overview.

Here’s how these tracking tools work together:

When used together, these tools provide a full picture of your campaign's results, capturing both immediate actions and long-term outcomes. This integrated approach ensures consistent tracking across channels and supports data-driven decisions for better results [2].

To get the most out of your campaigns:

• Make sure your team tracks and codes leads accurately.

• Analyze KPIs to spot trends and areas for improvement.

• Use the data to fine-tune your targeting and messaging.

• Experiment with different tracking combinations to see what resonates most with your audience.