How can I integrate direct mail campaigns with my existing digital marketing tools to improve ROI tracking?

How can I integrate direct mail campaigns with my existing digital marketing tools to improve ROI tracking?

With the right platform, you can track direct mail just like digital. Use APIs and turnkey integrationsto connect your CRM, CDP, or marketing tools, and add trackable links or QR codes to your mail. Delivery and engagement data flows straight into your analytics stack – so you can see exactly what’s working and optimize for better ROI.

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Let’s break down how it works.

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1. Connect your data sources

Use APIs and turnkey integrations to sync your customer data with your direct mail platform. This ensures each mailpiece is targeted, triggered, and logged – making performance measurable from the start.

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2. Add trackable elements to each mailpiece

Include QR codes, PURLs, short links, or offer codes tied to each campaign. This lets you track responses and tie conversions back to specific messages, audiences, or formats.

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3. Feed engagement data back into your system

Choose a platform that automatically sends delivery, engagement, and campaign metadata into your CRM or BI tools. This allows you to calculate ROI, track attribution, and compare mail performance alongside your other channels.

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4. Close the loop across channels

Integrated mail helps you build a more complete picture of customer behavior – and optimize spend accordingly. You can see which sequences, formats, or offers perform best, then test and iterate over time.

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Learn more about Lob’s integration solutions here.