Join Trish Witkowski for an in-depth discussion in this video Tracking mechanisms, part of Learning Direct Mail Strategy.
…When you send out a piece of mail, how do…you know which sales are directly associated with the mailing?…What if you're also buying print ads and…sending e-mail as part of an integrated marketing campaign?…How will you know which sales were a result of the…mail you sent versus the e-mail blasts and the print ads?…The answer is easy.…You won't know, unless you use a tracking method.…To really understand if mail or other forms of marketing…are working you must always include at least one tracking method,…so that you know who responded and to which offer.…Tracking as a process is actually pretty straightforward.…
You need to create databases that hold information…about who responded to which mailing and how.…Tracking is also important when you're running a test.…Because the goal is to record which mailing is the better performer.…And beyond that, how your mail…campaign is performing against other marketing methods.…There are lots of different ways to track your campaigns.…Create a database.…Use one or more of the following techniques to get started.…
- Defining the mailing list
- Keeping your mailing list up to date
- Creating the offer
- Formatting strategies
- Using special packaging like varnishes, stamps, and stickers
- Leveraging technology, such as variable data printing
- Adding an Intelligent Mail barcode
- Green mail strategies
- Tracking and measuring results from your direct mail campaign
Skill Level Beginner
Building an Integrated Online Marketing Planwith Matt Bailey3h 7m Intermediate
Learning Print Production (2012)with Claudia McCue4h 27m Beginner
Print Production: Spot Colors and Varnishwith Claudia McCue1h 58m Intermediate
1. The Audience
2. The Message
3. The Format
5. Leveraging Technology with Mail
6. The Environmental Argument
Green mail strategies4m 51s
7. Testing, Tracking, and Measurement
Next steps1m 36s
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