You have painstakingly designed your postcards with attention grabbing photos, imagery and headline. You believe you have selected the best mailing list for your target audience. After all this careful planning, how will you know if your campaign is successful?
During the planning phase of the campaign, you defined your goals. For this particular campaign, you wanted to increase the number of orders coming through your web site. You offered a special discount that is valid for 30 days. How will you distinguish between orders coming from the web site that are a result of the postcard campaign versus normal traffic to that webpage?
One solution might be to direct your postcard campaign recipients to special URL/web page such as www.yoursitename.com Another way to track this new customer would be to use a promotion or coupon code unique to this mailing. The promo code is used during the checkout process in order to receive the discount offered on the postcard. This code can be used to track the number of orders received as a result of the postcard campaign.
Perhaps your campaign goal is to get people to contact you so they can receive free brochure materials about your latest life insurance plan. An easy and inexpensive way to track results that are coming from phone calls is to use a different 800 number specific to this campaign. The cost is minimal and your monthly statement will show you the number of calls received. Your phone bill statement is much more accurate than asking your customer service team to keep track of how many calls they received as a result of the postcard campaign.
Another method for measuring campaign effectiveness is to stagger the mailing of the postcards. For example, you order 5,000 postcards and for the first campaign you will send 1,000 cards. But you would like to control and gauge how the postcards are received before mailing all 1,000 cards. You decide to send out 250 a week so that your response rate is more manageable and you can make minor changes to the postcards if needed before mailing all 1,000 cards.
Since postcard marketing is only one component of your marketing strategies, it is important to know its effectiveness. As you do each campaign you learn more about your target audience and what resonates with buyers and what doesn’t. Whether you select a promo or coupon code, an 800 number or have a special web site address, knowing the effectiveness of the postcard campaign compared to your other marketing methods is valuable information for your future planning and budgeting.
Tracking Postcard Campaign Results - To learn more about this author, visit Barbara Spagnola's Website.
Like this article? Share it with your friends
 |
Related Articles |
|
 Tracking Postcard Campaign Results
|
| |
You have painstakingly designed your postcards with attention grabbing photos, imagery and headline. You believe you have selected the best mailing list for your target audience. After all this careful planning, how...
|
|
Planning Your Postcard Campaign
|
| |
Planning is the key to a successful postcard campaign. There are a number of questions you need to ask yourself beforehand. Your answers will help drive your campaign to success.
|
|
Designing a High Impact Post Card
|
| |
Postcards are the perfect communication piece for announcing a new product, offering time specific discounts or merely asking the recipient to get in contact with you. In all these circumstances, the postcard is sim...
|
|
Repeat Mailings for More Business
|
| |
Have you noticed that sometimes you receive a postcard from a company every month or every quarter for a year? You ask yourself, “Why are they doing this? I don’t need this now.” Here is an example of how repetitive...
|
|
Postal Service Postcard Mailing Guidelines
|
| |
The United States Postal Service (USPS) has different postage guidelines dependent upon how fast you want your postcard delivered; the size of the postcard; whether or not you are a non-profit organization and the n...
|
|
|
Barbara Spagnola
(Visit Barbara's Website)
For Barbara, building a brand is so much
more than slick marketing slogans and
high-dollar advertising campaigns. After
putting in stellar performances as a sales
and marketing manager with Armour Foods of
South San Francisco and Western Insurance
Company of San Mateo, Barbara started the
first of two high-impact companies. And,
more importantly, she mastered countless
revealing practices on how, and how not,
to build a powerhouse brand.
One of Barbara’s natural talents is
creating a hard-hitting, multifaceted
marketing campaign. The days of “shotgun”
marketing are nearly extinct. With
countless mediums and the reach of
cyberspace, companies that bet big bucks
and hope they’ve made the right play
typically have a very short shelf life.
Her ‘full circle’ approach addresses the
key aspect of marketing in the new
millennium; a rich mix of tried-and-true
traditional concepts and promising current
theories that develops brands, sells
products and services, and just plain old
works. And that’s exactly what Concept
Marketing Group can do for your business.
Take you by the hand and empower your
business to not only weather the storm,
but build momentum in any market
condition.
|
|
 |
|
|
Barbara Spagnola's
Complete
List Of
Advertising
Articles
|
|
|
If you enjoyed this article, get Barbara Spagnola's Complete List of Advertising Articles For FREE!
|
| |
|
|
|
![[Get Copyright Permissions]](http://license.icopyright.net/images/icopy-w.gif){kind=small}
