At Aspen Automotive, we’re no stranger to measuring the response rate of direct mail advertising. It’s just one of the ways we support direct mail marketing campaigns. Here are a few tips that should help you measure and increase your response rate.
How to Measure Your Response Rate
Measuring the response rate of your direct mail campaign can range from counting how many instant offers were redeemed to hearing that your mailer helped you make a sale months later. Some of the easiest ways to measure your response rate include:
- Looking at how many people signed up for a mailing list or rewards program
- Tracking clicks on landing pages and personalized URLs (PURLs)
- Monitoring how many activation codes, coupons, and QR codes your consumers used
- Calculating sales numbers
- Checking how many appointments were scheduled through PURLs and QR codes
How you’ll measure your response rate depends on your goals and what you’d like your direct mail advertising campaign to achieve. We work with businesses in the automotive industry on a daily basis to ensure their direct mail campaign is achieving the results they want. Contact our team at Aspen Automotive to learn more about measuring the response rate of your unique campaign.
3 Ways to Improve Your Direct Mail Response Rate
Now that you know how to measure the response to your direct mail advertising campaign, let’s discuss the many ways that your business can improve your overall rate. This is something we specialize in here at Aspen Automotive. Our top three tips for improving your direct mail advertising response rate are:
1.Determine Your KPIs
What you’ll be measuring is the first thing that you need to think about when it comes to measuring your response rate. Direct mail marketing campaigns can be used for everything from driving sales to growing your mailing list.
Once you settle on the goal of your campaign, you should decide what your key performance indicators (KPIs) will be. This will be the data that you’re actually looking for and keeping track of. For example, your KPIs could measure the number of people who:
- Scanned a QR code
- Followed a PURL to your site
- Redeemed an offer
- Signed up for a mailing list
- Made a purchase because of your mailer
2.Include Engaging Features
In order to track those KPIs, your mailers need to include features that can get your customers off the sidelines and into the game. Whether you’re sending out postcards, a pamphlet, or a dimensional mailer, make sure it includes engaging copy and clear directions on what you want your audience to do.
While a strong call to action (CTA) is a must, you should also feature marketing methods that allow them to act right away, such as:
- QR codes
- PURLs
- Activation codes
- Coupons
3.Adjust Your Mailing Lists Based on Response Rate Data
After you’ve measured your response rate, you can apply the data to future campaigns. This gives you a better idea of what works and what doesn’t work. It can also strengthen your next mailing list. At Aspen Automotive, we can help you apply that information. We specialize in creating targeted direct mail marketing lists based on data.
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Measure Your Direct Mail Advertising Response Rate With Aspen Automotive
If you want to learn more about measuring the response rate of direct mail advertising, or if you’re ready to get started, contact us at Aspen Automotive!
