That’s a really good question.
There is no rational reason why anyone would spend a dime, a dollar, or a penny on direct mail and then fail to use a call tracking number on the direct mail pieces themselves.
There is no better way to use call tracking numbers than on direct mail pieces. Period.
Call tracking numbers provide incredibly valuable data about which mailers produce calls.
Call tracking numbers can tell you which ad copy, colors, size, CTA, geographic targeting and offers, produce calls and which don’t. Can you say optimization?!
Call tracking numbers allow you to EASILY gather data. Just log in. That’s it.
Plus, call tracking numbers are incredibly easy to implement on direct mail pieces. Heck you’re putting a phone number on their anyway, right? You might as well put a phone number that gives you data.
We’ve written other articles on direct mail and call tracking numbers…articles that explain, step-by-step how to implement call tracking with direct mail campaigns. So, we won’t do that here.
The purpose of this article is to discuss any potential downsides of placing call tracking numbers on direct mail pieces.
Possible Objections to Putting Call Tracking Numbers on Direct Mail Pieces
Using call tracking numbers on a direct mail piece will confuse the consumer because the phone number on the mailer will be different from your actual business phone number.
Research in the New York Times indicates that about 94% of people in the U.S. can’t remember ONE business phone number. They don’t know one business phone number! Not one!
No one will even notice that the call tracking number on the mailer they received is different than the number on your website.
And even if they did…who cares?
Are they honestly going to be so confused or befuddled that they will just throw up their hands and say, ‘Well, I would have called them but there is a different number on here than the one I’m used to seeing.’
Of course not.
The data I get won’t be that worthwhile.
If you’re an advertiser, don’t you want to hold the direct mail firm you hired accountable? Don’t you want to see how many calls they’re producing for you?
And if you’re a direct mail firm, don’t you want to know which tactics are working so you can keep your clients happy?
Can’t I just have the consumer bring in the coupon?
This won’t work for three reasons:
First, it isn’t 1979. Gathering a stack of coupons brought in by consumers doesn’t qualify as marketing analytics.
Second, our data shows that 85% or more of consumers won’t actually bring in the coupon or ‘mention it’ when they call. Your data simply won’t be accurate.
Third, it is simpler just to log in to a call tracking solution and see how many calls your direct mailers are generating.
Yesterday I spoke to a corporate officer at a national direct mail company. She indicated to use that call tracking is actively saving accounts for them.
If they have clients that are ready to drop them, they simply show the clients the call tracking data, listen to a few calls, and email the client. The client is generally stunned at how many calls are actually being generated by direct mail. Additionally they are stunned at how poorly their employees are handling customers on the phone.
Call tracking is perfect for direct mail. It saves direct mail firms clients, and it saves advertisers money.
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