Is your marketing working? How do you know if it’s working or not?
These are incredibly important questions to consider as you continue to make marketing investments in your organization. Understanding the results of existing campaigns helps you to better determine how to allocate your limited marketing budget for future campaigns.
What is a campaign dashboard?
A campaign dashboard measures different metrics associated with a specific marketing campaign so you can easily evaluate the results of your campaign.
As an example, if you work with our team to launch a direct mail campaign, we offer an optional campaign dashboard that displays:
- when your mail gets delivered
- how many phone calls your campaign generates
- how much Google traffic is associated with your campaign
How does each element of your campaign dashboard work?
To secure the greatest bulk mail discount for our clients, we’ve always approached direct mail as a scientific endeavor. By using the intelligent mail barcode and automation, we save our clients additional money on postage.
Depending on the bulk mail software vendor that you’re using or your bulk mail vendor of choice, you should have the option of tracking your mail using the intelligent mail barcode. This allows you to easily determine the delivery days for your bulk mail campaign.
Without using mail tracking, there are small steps that can be taken for peace of mind when launching direct mail campaigns like adding seed addresses of coworkers to your address list, but mail tracking provides a comprehensive view of which of your mail pieces delivered when.
Phone call tracking
By creating a special local or toll-free phone number, you can track exactly how many phone calls you receive from a specific campaign. This unique phone number automatically forwards to your regular phone number, so no staff training is required.
If you work with us for phone tracking, we will also record the phone calls for you as well. Here’s a link to a recent post with more details about phone tracking.
You can add a small piece of code to your website to track Google traffic associated with your campaign. If you work with our team, we will coordinate your direct mail marketing campaign with a Google campaign. A more detailed look at paired direct mail and Google marketing can be found here.
How many dashboards do I need?
We’re all busy, so we recommend a single dashboard to measure all of your metrics. This is by far the easiest way to quickly get a real-time snapshot of what’s happening with your marketing campaign. If you work with our team, we will provide you with a simple dashboard that displays mail delivery, inbound phone call traffic and Google activity all in one place.
Transparency in marketing
Transparency in marketing is critical for establishing long-term relationships with any company that’s offering marketing services. You must have an understanding what is and what is not working if you’re going to have confidence working with a marketing partner in the future. This is why we are strong proponents of using campaign dashboards to evaluate the success of your marketing campaigns.
Contact us for more information about setting up a campaign dashboard for your next direct mail campaign.
Have you used campaign dashboards with your marketing campaigns? Please share your experience below.