When running a direct mail campaign, dropping mail off and hoping for the best is not a great strategy. A direct mail campaign’s success is intimately tied to how well businesses can track and monitor delivery – not doing this can lead to missed opportunities and wasted resources.

This article aims to explore the importance of efficient tracking and monitoring mechanisms in the management of direct mail campaigns, highlighting how such practices can revolutionize business outreach efforts.

3 Common Myths About Mail Tracking

Despite its clear advantages, misconceptions about mail tracking persist, particularly among smaller businesses. Three common misunderstandings in particular often lead to inefficient practices:

  • Myth #1: Tracking is only for large-scale or priority mail. This is a common belief that hinders small businesses from exploring cost-effective tracking options, but it’s simply not true.
  • Myth #2: Tracking requires complex systems. The perceived complexity of integrating tracking systems discourages many from adopting them.
  • Myth #3: Tracking costs too much money. There’s a misconception that tracking is inherently expensive, leading to unnecessarily high mailing costs.

The Challenges of Direct Mail Management Without Proper Tracking

Direct mail, a cornerstone in traditional marketing, presents unique challenges in tracking and management. Without efficient systems in place, businesses can face several hurdles:

  • Difficulty in verifying delivery: Verifying the delivery of direct mail pieces is a complex task, often leaving smaller businesses in the dark.
  • Inaccurate targeting and timing: The inability to track mail can lead to poorly timed marketing efforts, reducing the effectiveness of campaigns.
  • Increased costs: Smaller companies often resort to more expensive mailing options under the misconception that these are the only ways to track deliveries.

“The Postal Service has made it really, really hard for a small business to understand tracking,” says Lee Garvey, founder and CEO of direct mail company, Click2Mail. “So any company that is large enough is probably using a third-party provider, and small companies are out in the dark – they just don’t know. They send a priority mail and they think that’s the only kind of mail that gets tracking. And consequently, they’re paying $10 for a mail piece that they could send for 65 cents with us.”

The Benefits of Accurate Tracking in Direct Mail

Implementing accurate tracking in direct mail campaigns offers several advantages that can significantly boost a company’s marketing efforts.

Enhanced Planning and Anticipation

Tracking allows businesses to anticipate customer responses more effectively. “It gives you extra planning abilities,” says Carly Brown, Click2Mail’s Customer Support Manager. “Once it gets to the recipient post office, it gets delivered the next day or so. That’s when I’m going to get the phone calls.”

Integrating with Multi-Channel Marketing

Accurate tracking aids in synchronizing direct mail with other marketing channels. As Garvey says, “you want them to get a phone call at the same time the mail arrives in the mailbox, and emails should arrive as the mail piece gets in the mailbox.” This synchronization ensures a cohesive and impactful marketing strategy.

Cost-Effectiveness

With precise tracking, businesses can avoid unnecessary costs associated with less efficient mailing methods. This not only improves budget efficiency but also enhances the overall reach of the campaign.

How Modern Solutions Simplify Direct Mail Tracking

Modern technological solutions have emerged to address the challenges of direct mail tracking, offering businesses tools to efficiently manage their campaigns:

  • Ease of Integration with Existing Systems: Today’s solutions enable easy integration with existing CRM systems, streamlining the workflow and making tracking a seamless part of the process.
  • Automated Tracking and Updates: These tools automate the tracking process, providing real-time updates on the delivery status of each mail piece. This automation reduces the manual workload and increases accuracy.
  • Accessible to Businesses of All Sizes: Advanced tracking solutions are no longer exclusive to large operations. They are now accessible to smaller businesses, leveling the playing field and opening new possibilities for targeted marketing strategies.
  • Enhancing Data-Driven Decisions: With accurate tracking data, businesses can make more informed decisions regarding their marketing strategies, tailoring their efforts based on reliable delivery information.

The evolution of direct mail tracking technologies marks a significant step forward in marketing. By embracing these solutions, businesses can not only enhance the efficiency of their direct mail campaigns but also integrate them more effectively into their broader marketing strategies.

The Role of Technology in Modern Mail Tracking

The advent of advanced technology has made tracking more accessible and user-friendly, allowing businesses of all sizes to take advantage of its benefits.

Integration with CRM Systems

Modern mail tracking solutions offer seamless integration with CRM systems, simplifying the process of managing customer data and mail campaigns. This integration ensures that customer information is up-to-date and that mailings are targeted accurately.

Read more: Salesforce Direct Mail Integration: A How-To Guide

Near Real-Time Tracking Updates

The use of technology in mail tracking provides near real-time updates on the status of mail deliveries. This immediate feedback allows businesses to adjust their strategies promptly and respond to customer interactions more effectively.

Accessible to All Business Sizes

Advanced tracking technology is no longer a luxury reserved for large companies. It is now readily available to businesses of any size, democratizing the ability to track and control direct mail campaigns effectively.

Here’s How to Start Tracking Your Mail Better Through Modernization

To revolutionize your direct mail campaigns, embracing modern technology is key. A revolutionary new platform – Click2Mail’s CRM Hub – seamlessly integrates with your CRM software, automates your business mail, and provides efficient tracking and monitoring.

This tool – which bridges connections with your CRM, adds integrations according to your needs, and ultimately frees up your time – is a game-changer for businesses looking to optimize their direct mail efforts.

  • Taking the First Step: The first step is to connect your existing CRM system with the app. This integration is a straightforward process, ensuring that your digital communication efforts are perfectly aligned with your physical mail campaigns.
  • Enjoy the Benefits of Integration: Once integrated, the app automates your mail sending workflows, allowing you to enjoy the benefits of streamlined operations. You only pay for what you mail, with no hidden monthly fees. This integration not only optimizes your marketing efforts but also enhances customer satisfaction by ensuring timely and accurate mail deliveries.
  • Embrace Efficient Mail Management: By adopting this app, you can modernize your mailroom, making your mail campaigns faster, easier, and more efficient. The app’s compatibility with leading CRM platforms like Citrix Podio, Follow-Up Boss, and Salesforce simplifies the process, making it an ideal solution for businesses seeking to improve their direct mail strategies.

Contact us today to learn more about how we can help you modernize your mailroom and take your direct mail campaigns to the next level.