To understand what’s working (and what’s not), you need clear, consistent ways to measure your direct mail performance. That means going beyond delivery rates to see what impact each campaign is having on engagement, conversions, and revenue.
Let’s look at how to set your campaigns up for smarter measurement.
Monitor delivery and in-home windows
Delivery speed and timing can influence your company’s compliance and your customers’ engagement. Use real-time delivery tracking to monitor where mail is in transit, when it hits the mailbox, and how that aligns with your broader campaign timing.
Make it trackable
Add unique identifiers like QR codes, personalized URLs (PURLs), or offer codes to your mailpieces. These tools create a direct link between physical mail and digital behavior so you can attribute conversions accurately.
Sync results to your CRM or BI tool
Campaign performance doesn’t exist in a silo. The best way to track results is by integrating mail data into your broader reporting systems, like your CRM, CDP, or business intelligence tool. From there, you can evaluate performance in context and compare results across channels.
Track engagement and response over time
Sometimes responses don’t happen instantly. A spike in QR code scans or website visits may show up days or weeks after your mail hits. Keep an eye on your metrics over time and segment by audience, offer, or creative to spot trends.
Compare performance across campaigns
Once you’ve tracked a few campaigns, you’ll start to see patterns. Which formats drive the most engagement? Which messages lead to bills getting paid on time? Comparing historical results helps you build a benchmark for future sends.
Want to build campaigns that get results? Start here.
Answered by:
Eamon Barisone,
Principal Solutions Engineer
