Remember when we talked about the importance of pairing call tracking you’re your direct mail campaigns? More sales, better ads, greater revenue, etc… Well, it looks like Direct Marketing News agrees with us, and to be honest, we’re not surprised!
From better customer service to higher close rates on sales leads, the benefits using call tracking with direct mail are numerous. But DMN hit the nail on the head with this point: you already have a phone number on your direct mailers, so why not make it a number that gives you meaningful data.
How many numbers do you know off the top of your head? If you’re like me, only a handful, and two of those numbers are my own cell and home number. Consumers aren’t going to notice if the number on your advertising is different than the one on your website, so you don’t have to worry about that influencing potential callers.
So what exactly can call tracking do for your business?
Maximize Direct Mail Campaigns. Call tracking can provide a wealth of data to help you evaluate the effectiveness your direct mail campaigns.
By tracking the success of your advertising you can make changes to continually improve your ads. When you test and improve your campaign you also decrease your costs and increase the customers calling and walking through your door. That’s a ‘win-win’ for you and consumers who receive your direct mailers.
Improve Customer Service. The data it provides allows you to hold your employees accountable.
A truly useful feature of call tracking technology is the ability to listen to recorded calls and monitor how many incoming calls are being answered. That information allows you to train employees to handle customer calls and provide your customers with better customer service in the future.
With all of these benefits of call tracking we couldn’t be more excited that other direct marketing mavens are drawing attention to it.
Do you include call tracking with your direct mail? How has it improved your business?