Direct response marketers (specifically direct mailers) shouldn’t do anything without call tracking.
Because without call tracking, how will you gauge success?
Recently I was on a call with an executive at a large direct mail firm. They were considering implementing call tracking on every mailing they produce (which we recommend). We showed them Convirza. They loved it. They realized the data was wonderful and would make them more efficient, save them money, and likely save them some clients.
But, after several calls they decided not to implement Convirza. They said they simply didn’t need call tracking. Things were going ‘just fine’ without it.
Then I asked a question that startled them. Here’s how the conversation went from that point on:
Me: How do you measure success?
Them: What do you mean?
Me: I mean without call tracking, how will you know if your mailers work?
Them: Well, of course our mailers work, we’ve been around for years.
Me: That’s great, but how do you measure success of individual campaigns? For example, how do you know if last week’s campaign for a client was more or less effective than last year’s campaign for the same client?
Them: I guess we don’t know that.
The conversation continued. The direct mail firm admitted, openly, that they don’t know which campaigns work. They don’t know which colors, styles and copy work. They don’t know how many calls their mailers generate or how much revenue they produce for their clients.
This attitude may have worked 15 years ago or even 5 years ago. It doesn’t work anymore.
Clients demand data. They demand demonstrated success. Metrics are increasing in importance.
The day is approaching when no agencies will be able to market and ‘hope’ that their marketing works. Clients will demand data. And if your agency doesn’t provide data your clients will find an agency that does.
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