Despite the many technological advancements in advertising and marketing, direct mail and similar marketing strategies remain to be effective. This is because direct marketing is very targeted. It allows you to speak to a specific group of person, thus making it easy for you to come up with a very personal message. But some modern businesspeople who highly depend on trending marketing services may wonder how effective direct marketing is.
Thankfully, there are some ways you can measure its effectiveness. You need to come up with certain metrics that are objective and easy to measure. That way, you can easily tell if your marketing efforts are actually working. The insights you get from this will also help you create future plans for your marketing and advertising campaigns.
If you are looking for some tips on how you can tell if your direct mail marketing campaign is really working, here are some of the things that you need to keep in mind, as enumerated by a reputable provider of direct mail services:
The Number of Website Visits
Integrated marketing means that your marketing messaging is present across different platforms that are tied by it together. If you are doing integrated marketing, you surely have put your website on your brochure or pamphlet. When you see a sudden spike on website visits within the period you have given away the print materials, this can be a sign that your direct marketing efforts are actually working.
The Number of People Availing Your Special Offers
A lot of direct marketing campaigns are hinging on the consumers who want to make the most of their purchases. These are the people who always seek value from the product that they get. If you are running a direct marketing campaign with discounts and freebies as carrots, you might want to check the number of people who will actually visit you for the discounts.
The Number of Calls
When you put your phone number on your brochure and have received lots of client calls, that’s another metric that says that your campaign has actually worked. If you want to increase your number of callers, you might want to create a toll-free number. Make sure that your customer care teams are on standby.
At the end of the day, it will all boil down on the return on investment (ROI). You have to calculate if the efforts that you have invested in will actually work and eventually bring you good money. Other than the profits, you can gauge your ROI by just looking at the reputation and identity of your brand.
Print is not dead. It is enduring, and it will always be here, as long as there are people who are willing to read. Direct mail and brochures are some of the most effective ways to get the message across your target audience. You will need to keep in mind that for your campaign to be effective, you need to look at certain metrics and, of course, your objectives.