How to Measure the Effectiveness of Your Direct Mail Campaign
There are four main ways to measure the effectiveness of a direct mail campaign: trackable phone numbers, trackable URLs, QR codes, and monitoring your website and social media traffic. Each method ties responses directly back to the mailing that generated them, so you know exactly what your campaign delivered and what to improve next time. Here’s how to set up each one.
| Measurement Method | How It Works |
|---|---|
| Trackable phone number | A dedicated number on the mailer counts every call the campaign generates |
| Trackable URL | A unique link to a custom landing page counts visits in your analytics |
| QR code | A scannable code sends recipients to your bespoke landing page, tracked in analytics |
| Website and social traffic | Spikes in visits, impressions and engagement during the campaign reveal its wider impact |
Method 1: Use a Trackable Phone Number
You can measure the response rate of your direct mail campaign using call tracking – just make sure you use a different tracking number for every piece of direct mail you send. Here’s how to set it up:
- Set up a dedicated phone number that automatically forwards to your business line, then track how many calls come through it to determine your response rate.
- Alternatively, enlist a call-tracking company – they often provide the ability to play back the calls you receive.
- If you prefer to use your regular business number on the piece, make sure your staff log where each caller heard about you.
Method 2: Use Trackable URLs
When sending out your direct mail campaign, include a unique URL that points to a custom landing page on your website. Because the URL is unique to your direct mail campaign, your analytics tools will show you exactly how many people visited the page as a result of the mailing.
Method 3: Use QR Codes
Add a QR code to your direct mail campaign that leads directly to your custom landing page. Whenever a recipient scans it with their phone, they are sent to your bespoke landing page, and your analytics track exactly how many people arrived that way.
Method 4: Monitor Website and Social Media Traffic
Keep an eye on your website and social channels throughout the campaign. Using analytics, you can spot spikes in site traffic, impressions and engagement, and determine how your campaign affected these wider metrics beyond direct responses.
Advice on Your Direct Mail Campaigns From The Direct Mail Company
The Direct Mail Company is a professional mailing house aiming to offer 5-star customer service, providing a wide range of direct mail fulfilment services to small and large clients across the country while keeping in line with GDPR for secure mailings. Many of our clients use us to save money on postage: we send millions of mailings annually and pass the savings on through our great bulk postage rates, using DSA providers and Royal Mail to deliver mailshots with the best value for money and no compromise on quality. Email your specifications to sales@thedirectmailcompany.co.uk – we aim to reply within minutes, and at most within a day – or call us on 0333 038 3797 to begin your campaign.
Measuring Direct Mail: Frequently Asked Questions
How do I measure the success of a direct mail campaign?
Use trackable phone numbers, unique URLs and QR codes on the mailer itself, and monitor your website and social media analytics for spikes during the campaign period.
Why do I need a different tracking number for each mailing?
Because a unique number per piece ties every call to the exact mailing that generated it, letting you compare campaigns and formats accurately.
What is a trackable URL?
A web address unique to one campaign, pointing to a custom landing page, so analytics can attribute every visit to that specific mailing.
Do QR codes work for direct mail tracking?
Yes. A scanned QR code takes the recipient straight to your bespoke landing page, and your analytics count every arrival – no typing required from the recipient.
What response rate should direct mail achieve?
Direct mail to existing customers averages around a 3.4% response rate, dramatically higher than email marketing – and tracking lets you measure your own campaigns against that benchmark.
Who can help me run a measurable campaign?
The Direct Mail Company builds tracking into campaigns as part of its fulfilment service. Email sales@thedirectmailcompany.co.uk or call 0333 038 3797.
