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How do you track the effectiveness of direct mail?
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The best way to track the effectiveness of direct mail is to integrate one or more of the following into your call to action, which will enable you to capture respondents' information and measure the overall response rate of your campaign: 1) A personalized URL (PURL), 2) A trackable QR Code, 3) A dedicated toll-free number, 4) An old-school business reply card. In addition, including an incentive will increase the likelihood that the recipient will respond. Hope that helps!
Ironically, one of the best books on direct mail tracking was written in 1923. Check out Scientific Advertising by Claude Hopkins. The guy was doing measured direct response and A/B testing via direct mail and magazine/newspaper advertisements. His methods still work today (although now they're much easier to execute and measure).
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