Tracking responses is essential to understand the success of your direct mail campaign. Since 94% of homeowners will visit a mover's website first after receiving a postcard, postcards will increase website traffic and online quote requests. If a mover is not tracking or monitoring their website, they will underreport the campaign's success.
There is an easy solution to track these website responses! Use a unique URL that guides customers to a custom landing page exclusively for postcards.
SET UP THE UNIQUE URL
When setting up your unique landing page for your postcards, we recommend using website.com/offer as the URL. The simple "/offer" is short enough that people will take the time to type it out, mainly since it implies there is a benefit to going to this particular page. If you have space in your postcard design, include a call to action like "Visit our website for the latest offers."
DESIGN YOUR WEBPAGE
We recommend keeping the design of your landing page simple. Here are the essential elements:
AN ENTICING OFFER
If your potential customers come to your page looking for an offer, you better give them one! Fortunately, by using a unique offer page, your offers can be changed online at any time. You won't have to update your postcards every time your offer changes, and there won't be any old offers in circulation.
QUOTE REQUEST FORM
The easiest way to collect responses from your direct mail campaign is to integrate a quote request form on your offer page. The quote form makes it easy for your potential customers to register their interest and give you their information. By keeping the form front and center on this page, you'll capture those valuable leads, but you'll also be able to track the submission as a response to your campaign.
TRACK YOUR RESPONSES
MONITOR WEBSITE TRAFFIC
Google Analytics can help you learn more about how people are using your website to make your marketing more effective. For your offer page, some good questions to ask include:
- How many people are visiting your "/offer" page?
- What percentage of those people then fill out a quote form?
If you're getting traffic to this webpage, then your postcards are working! If this month's offer isn't getting as many people to fill out the quote form, try out a different one. Use Google Analytics to test out new ideas.
What if a potential customer visits other areas of your website, like your homepage? By monitoring all of your web pages using Google Analytics, you can detect any bumps in web traffic after sending postcards. Check out this guide on how to measure website traffic of your unique landing page with Google Analytics.
RESPONSE BY QUOTE FORM
As mentioned above, by using a web page with a quote form specifically for postcard responses, tracking gets easier. Any submission from this form can automatically be attributed to your postcard campaign. Ensure that you are importing into a CRM system that you identify the source as a response to your postcard campaign.
USE RESPONSE TRACKER FOR MATCH BACK OPTION
But what if a potential customer uses the quote form on your homepage instead? In these cases, you now have a solution with MovingLead.com's new Response Tracker. Enter any addresses collected from quote forms (email or phone calls too) into the Response Tracker form. It will automatically match back to your mailing list to confirm if this customer received one of your postcards. The Response Tracker will record all entered responses, and you can now download reports for your campaign.
Sign up today at MovingLeads.com to start your direct mail campaign. Using a unique URL and our new Response Tracker, you can prove that your direct mail campaign is working!