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Generating unique campaigns for different segments of your direct program is a great way to increase your ROI, but how can you be sure they're as effective as you want them to be?

A great way to measure your ROI is to utilize tracking data in your campaigns, and there are a variety of ways to do this.

We've mentioned the use of PURLs and QR codes previously, and those are two methods you'd want to utilize when implementing tracking data.

Call Tracking

A great way to monitor if people are reaching out following a CTA with a phone number is to use a call tracking service. You can accomplish this in a variety of ways.

• Set up a tracking number using CallRail or CallFire

• Utilizing call extensions on Google Adwords

These services will let you know how compelling your CTA is if your objective is to get your consumers to call to speak with someone or request more information.

Tracking URLs

Tracking URLs are a great way to keep tracking of specific campaign data. Are you looking to track engagement on a particular landing page on your website? A video download? That's where tracking URLs come in.

A tracking URL is easy to set up with a campaign URL builder tool, such as Google Analytics, HubSpot, and other social scheduling platforms.

Tracking Pixels

If you're looking to gather data on your consumers that visit a specific landing page from your campaign, make sure you're utilizing a tracking pixel.

Tracking pixels get embedded into the source code of a website or email in Google Analytics. These pixels allow you to pull essential consumer data, such as:

• what type of device they used

• website visited, or email read

• mail program or web browser used

• activity performed on the site

Google Analytics

Google Analytics is one of the best free services you can use to see how your website performs. It also allows you to set up unique campaigns to keep track of specific data.

Utilizing the Goals feature, you can set up custom tracking campaigns with PURLs, assign a value on what each conversion is worth and much more.

Suppose you're interested in utilizing tracking capabilities to gain a better understanding of your campaign segments, as well as pull more information for future campaigns. In that case, tracking should be an essential part of your direct mail campaign plan. 

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