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Better yet, this data can be pushed in real time to almost any other platform, such as Salesforce or Google Analytics, allowing you to create more precise and detailed customer records and track your offline conversions in your desired platform. You can also assign revenue to particular call outcomes, allowing you to attribute revenue to each call.
Then, Invoca records data like the time and date of the call and automatically detects and reports the outcome of the call using advanced AI speech analytics. When a call is placed to any of these tracking numbers, it is routed to your desired location or call center. This is done by using unique tracking numbers for each of your audiences on the mailers. Access to these attributes means you can analyze response rate behavior for a particular segment of the population then hone in on the ones that are more effective and stop wasting valuable marketing budget on those that are underperforming. win-back segments, pricing/packaging/bundling, language, region, or demographic segments. This allows you to use a unique tracking phone number for each campaign or mailer, or even further slice and dice your attribution data by prospect vs. The most accurate way to get attribution for phone sales from direct mail is to use technology like Invoca’s Active Conversation Intelligence platform. If you’re using direct mail to drive sales calls, you need to connect the calls and the call outcomes to each promotion.
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Use Call Tracking Software to Track Direct Mail Effectiveness
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Here’s how to get attribution for either channel. How can marketers prove the value of direct mail promotions and optimize the most effective campaigns? When you are dealing with a piece of paper that can drive people to call your business or go to your website to make a purchase, it can make attribution a challenge. While direct mail is an effective channel, it also poses an age-old challenge. How to Track Direct Mail Campaigns & Prove ROI Just like you wouldn’t only run a Facebook campaign and call it a day, direct mail must work in concert with other offline and online channels to be a valuable part of your integrated marketing strategy. Your marketing may be digital-first, but that does not mean that it has to be digital-only. In this video, you’ll see how Dell proved the ROI of one of its direct mail campaigns. However, direct mail produces a median 23% ROI, trailing only email and social media marketing and beating out display advertising by a significant margin. While those are some eye-opening stats, in the real world, we know that direct mail costs far more than email to produce and send. I don’t know about you, but I’m pretty sure my eyeballs would fire out of my head if I ever saw a 42% open rate on a marketing email I sent. Not bad, right? When you consider that direct mail response rates are between 5% to 9% and that 42% of direct mail recipients either read or scan the mail they get, it pales in comparison. According to MailChimp data, the email marketing click-through rate (CTR) across nearly 50 industries is about 2.6%, with open rates around 21%. Snail mail may seem about as high-tech as a typewriter, but when letters drop through the mail slot, consumers pay far more attention that when emails hit their inbox. Here’s how you can track your direct mail campaigns, make them more effective, and get accurate attribution for sales. While many efforts are directed at digital, good old direct mail is still an effective way of driving sales, especially now that we’re all a lot closer to our mailboxes this season. The holiday shopping season is upon us and that means running promotions for Black Friday, Cyber Monday, Super Saturday, and the bevy of other special shopping days that come between now and the new year.
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