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Discover Innovative Methods of Tracking Direct Mail

Article - 8 Min. Read -

With tighter marketing budgets, the ability to identify a quantifiable return is more important than ever. See effective ways to track and measure the performance of a direct mail campaign.

Abstract depiction of colorful slides and measures

For today’s marketers, analytics is the name of the game. The shift to digital has provided a wealth of trackable insights, with many campaign decisions relying on performance data to prove each channel’s worth.[1] Unsure of how to measure its ROI, marketers often leave direct mail off the table.[2] But is that leaving a valuable opportunity behind?

Seasoned marketers know the unique role direct mail can play in the customer journey — it has long had the power to precisely target and engage consumers. In discussions with key decision-makers at several retail, B2B and agency organizations, however, we hear that many struggle to support mail’s place in their modern-day campaigns.[3]

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  1. [1]USPS, Direct Mail Decision Making Report, Jan. 6, 2022.
  2. [2]Ibid.
  3. [3]Ibid.
  4. [4]Ibid.
  5. [5]Michael Peach, “Mastering Direct Mail Attribution,” Lob, March 23, 2020.
  6. [6]QR Code is a registered trademark of DENSO WAVE INCORPORATED.
  7. [7] Research — Full Report, Qualitative and Quantitative Results, Summit Research, February 2021.
  8. [8] Ash Maynor, “Why merchants should have a post-purchase survey,” MESA, March 15, 2022.

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