What is the ROI of direct mail? 3 ways to measure effect!

Direct mail is back from never before. In a world full of digital stimuli, a physical mailing can actually get noticed, retained and remembered. But how do you prove that direct mail really works? And more importantly, how do you measure the result?

In this blog, we share three ways to make the Return on investment (ROI) of a direct mail campaign insightfully so that you not only make an impact, but can also show hard numbers.

Use unique discount codes or promotion codes

One of the most direct ways to measure impact is through unique codes. Think of:

Discount codes specific to the mailing (e.g. POST15)
Personal codes per receiver
QR codes linked to the same action

Benefit: you see exactly how many people convert based on your direct mail. Combine this with limited run time and you also create urgency.

Tip: make the code stand out visually in the mailing, for example with colour or a sticker on the packaging.

2. Link your mailing to a personalised landing page (PURL)

Do you really want to know who is responding and what they are doing? Then use a PURL (Personalised URL), such as: janjansen.locobrands.co.uk. This way you can:

Click-through to a personalised offer
Recognising the visitor and measuring conversion
Collecting additional data for follow-up

This works especially well for high-value campaigns such as sales promotions or B2B offers.

Tip: our products, such as the Pop-up Card or the ChangeCard, lend themselves perfectly to such an approach.

3. Combine direct mail with digital touchpoints (omni-channel approach)

Direct mail works even better when combined with digital channels. Think about:

An e-mail before or after the mailing
A reminder via LinkedIn or social media
A call-to-action with tracking parameters (UTM)

By measuring the different contact moments, you get a better picture of the customer journey and the impact of your physical mailing.

Tip: use Google Analytics or marketing automation tools to track interactions via QR codes or links in the mailing.

Conclusion: measuring is knowing - also in direct mail!

A creative mailing is nice. But a creative mailing with measurable results is even better. By making clever use of codes, PURLs and digital links, you get the most out of your campaign. The best part? At LocoMail, we think not only about the design, but also about the measurability of your mailing.

Wondering which mailing suits your campaign? Then take a look at all our direct mailings and get inspired!