Direct mailing has a reputation for being hard to measure. It isn't — you just need the tracking built in before the campaign drops. Here are eight ways to know exactly what your direct mail is doing.
Unique tracking phone number
Use a dedicated number on each direct mailer. Forward to your main line and count rings.
Promo codes per drop
Different code per direct mail drop tells you which campaign actually converted.
QR code with UTM tags
Send scans to a landing page with UTMs so direct mail traffic shows in Google Analytics.
Dedicated landing page
A simple /mail page tied to each direct mailing campaign isolates results.
Ask every caller 'how did you hear about us?'
Low-tech and shockingly accurate when staff is trained to ask.
Heat-map by ZIP
Plot calls and orders by ZIP code to see which routes your direct mail dominated.
Customer survey at checkout
A 5-second question at the register tracks walk-in direct mail response.
Match-back analysis
Compare new customers to your mailing list — direct mail credit even without a code.
Direct mailing is fully measurable when you set it up right. We build tracking into every direct mail campaign we print and mail from Buckeye.