If you only pay attention to online advertisers, then you might believe direct mail has fallen out of fashion. In reality, direct mail gives you excellent opportunities to sell more products and improve your relationships with customers.
According to the most recent fact book from Data Marketing & Analytics:
- 42% of households read the catalogs that they receive in the mail.
- More than 100.7 million adults in the U.S. bought items from catalogs in 2016.
- U.S. households receive 121.2 billion pieces of mail per year.
Although direct mail still thrives, you can’t rely on the same old strategies you used in the past to get the results you want from your campaigns. You can, however, improve the effectiveness of your campaigns by using a straightforward technique: direct mail call tracking.
Direct mail call tracking gives you access to the information that you need to sell more products and keep your customers happy. Before you invest in this useful technology, though, you should learn how it works and how it can benefit your business.
How Call Tracking Works with Direct Mail
Direct mail call tracking assigns a unique phone number to each of your direct mail campaigns. You can create an individual phone number to put on each set of mailers you send out and have as many numbers circulating as you’d like. No matter how many numbers you have, you can seamlessly route every call to a central location or phone system.
Track Your Campaigns by Phone Number
Having a unique number for each direct mailing campaign gives you the ability to track the effectiveness of each strategy. You can determine which specific mailers performed better than others. Then, you can adjust your future strategies to get more responses from potential customers.
Get Geographic Information From Callers
Direct mail call tracking tells you more than which number the caller uses. It also gives you information about the caller’s geographic location. By assigning specific phone numbers to mailers in certain geographical areas, knowing where the calls come from is easy.
For instance, you can assign one phone number to mailers sent to the Boston area and another to mailers you send to Tampa. You can track which location generated more calls with the separate reports from each phone number.
You already know that certain types of campaigns work better in some locations than others. Finding out those locations specific to your business helps you tune your future campaigns to get more responses.
You can also use a caller’s geographic location to alter your sales approach. Simple changes in your language and sales tactics can improve your results significantly. After all, a person calling from Boston probably expects a different experience than someone calling from Tampa.
When you know where people are, you can adjust your sales scripts to increase your sales.
Demographic Information Makes Your Company More Successful
Call tracking makes it easy for you to break down customers by location and demographics. When calls come into your business, you can look at locations by country, state, zip code, and other options.
You can also gather information about potential customers to make future sales more accessible. For instance, when someone places an order, you can request information about their age range, level of education, and other demographics.
The next time that customer calls, you have information that will help you finalize the sale. You may even find ways to use demographic information to find opportunities for upselling and cross-selling.
The more demographic information you gather, the better you can target your future campaigns for specific consumers.
Direct Mail Call Tracking and Real-Time Analytics
Nearly all of today’s businesses need analytics that help them make informed decisions. Call tracking offers real-time analytics that lets managers record and understand data related to topics such as:
- Call lengths
- Sales made
- Employee downtime
- Geographic locations
- Call volumes
- Dropped calls
- Disconnections and hang-ups
When you pay attention to these data points, you can find ways to manage your employees better, target your customers, and improve your sales techniques.
For instance, an employee that gets many hang-ups probably isn’t meeting customer needs well. You can pull recordings of that employee’s conversations to determine why so many people abandon their calls. Then you can provide one-on-one training to help that employee understand how to handle phone calls more effectively.
Extremely sophisticated call tracking software can even monitor a caller’s tone. When the software notices signs of distress or anger, it can alert the employee to change tactics, adopt a different tone, or transfer the call to a manager with more experience handling upset customers.
Why Your Business Needs Direct Mail Call Tracking
Direct mail call tracking gives you access to information that you need to improve your company’s success. Without it, you have to rely on outdated sales methods that rarely get stellar results. When you adopt direct mail call tracking, suddenly you have a wealth of information that you can use to make your business more successful.
Right now, you have an untapped data source that leaves you with several blind spots. You don’t know who your customers are, where they’re calling from, or how well your employees perform.
Once you start using direct mail call tracking, you can access features like:
- Source reporting
- Call reporting
- Call distribution
- Real-time reports
- Keyword reporting
Direct mail still gives companies opportunities to reach new customers. You get the best results, though, when you combine your direct mail campaigns with call tracking that lets you evaluate your success and develop insightful strategies for future mailers.
Many of your competitors already benefit from direct mail call tracking. It’s time for you to level the playing field by using this one simple technique!