There’s a common misconception among a lot of day marketers out there that involves not only what direct marketing performance tracking is, but what it can ultimately do for you when applied properly. A lot of people are under the assumption that delivery reports are themselves a critical part of tracking and analytics, at least for marketing purposes. While this is certainly true to a certain extent, in that you need to make sure your direct mail postcards are actually getting to the right place, it’s just one incredibly small part of a much larger story.

You Need to Be Willing to Dive Deeper Than Ever

This level of delivery reporting and mail tracking is exactly that – a cursory glance. It may tell you that your collateral made it where it needed to go, but it doesn’t tell you anything beyond that. It certainly doesn’t tell you what your audience members felt about it, or whether or not it motivated them to take action. It doesn’t even help you confirm that you’re reaching out to the right person in the first place. If anything, it says more about the US Postal Service than it ever will about the true effectiveness of your campaign.

In addition to this type of delivery tracking, you also need to leverage actual analytics to your advantage – only then will you be able to unlock the ROI (return on investment) that you’re after. An option like our own Dynamiscan allows you to dive deeply into the experience that you’re offering your audience, taking a look at things like your overall response rate, the effectiveness of A/B offer testing and more.

With Dynamiscan in particular, you can use advanced tracking and analytics to identify what is statistically the best demographic to reach out to in order to generate the best offer response. You can see purchasing tendencies, responder versus new prospect targeting analytics and more – all of which is actual, tangible insight that you can use to make the best choices possible moving forward.

Really, what could be more powerful than that?

If you’d like to find out more information about how to dive beneath delivery reports to get to the true analytical and tracking tools that you need to succeed, or if you have any additional questions you’d like to see answered, please don’t delay – contact us today.

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