Manage a direct mail campaign yourself can be a time consuming endeavor that start to feel like a part-time job. Now running a direct mail campaign doesn’t have to be as complicated as it sounds though. With services like Dynamicard we can do a lot of the heavy lifting. Ideally, you’ll want to know who’s been sent what and if they’ve received it. This brings us to tracking the effectiveness of your direct mail campaign—otherwise known as ROI.
How to Track Direct Mail Campaign ROI
Because sending physical mail isn’t free, it’s important to provide a method of tracking the success of your campaign. The average ROI for a direct mail campaign is somewhere between .5 and 2% , so that’s a good range to aim for your first few campaigns.
Of course, it can be difficult to track direct mail ROI since you can’t apply the standard method of tracking clicks like you can on website links. When it comes to postcards you’ve sent out it can take time to find out if any action has been taken. However, there are some methods of tracking direct mail campaigns, such as:
- Provide a specific URL that the recipient can use to take advantage of a special offer. For example, if you’re promoting an intro offer, provide a specific page URL on your direct mail postcard for them to go to.
- If you can’t create new web pages on your website, you can still use a similar technique by creating a promotional code for direct mail recipients to reference when calling or submitting a form online. For example, if you’re promoting a holiday special you can simply put “call or contact us online and mention ‘holiday card 2022’ to take advantage of this special offer.” Similarly, on your website you can add a “promo” form field where the recipient can enter the promotional code.
- Are your sales charts going up and to the right? That’s a great sign that something is working. If you can weed out data from the successes of your online campaigns, then it should help to shine some light on the effectiveness of your direct mail efforts.
What’s Next?
As you test the waters of direct mail for your fitness business, keep trying new things. If your first campaign doesn’t meet your expectations, take a look at what worked and what didn’t and then try again. You’ll also want to analyze the goals you set. Were they too ambitious? That’s okay—you have to start somewhere and you can’t learn anything without trying. Have a goal, don’t confuse the recipients with too many options, keep your design and copy simple, and always focused on getting the recipient to take the action you want. Happy sending!
If you’d like to find out more information about how to manage your fitness direct mail campaign, or if you have any other questions you’d like to see answered, please don’t delay – contact us today.
