Direct mail firms are perfect candidates for call tracking.
The industry-leading direct mail firms use call tracking. And yet, some direct mail firms have significant objections to call tracking. Here are some of their objections.
No one asked Apple to create iPhones either. But now most Americans have a smartphone.
My point is this: your clients don’t know how valuable the data is until they start getting it. They have no frame of reference for the data. So of course they’re not going to ask for it.
It is up to the wise direct mail agency–as your clients’ advisor, marketing consultant, and direct mail expert–to stress how critical marketing analytics are. You’re supposed to be the marketing expert, not them.
No. You simply tell your clients that as part of every mailer you include a call tracking number. You do this so they (your clients) can hold you accountable and make sure that you’re doing a good job and generating a lot of phone calls.
Call tracking requires that the phone number used on a direct mail piece is different than the phone numbers that appear elsewhere. They can certainly be local (if you want), but the actual phone number has to be different.
Some direct mail agencies don’t like the idea of this. They’re worried their clients will bristle at the idea of having a unique phone number for mailers. They’re worried that consumers will be confused.
Many people are worried that a customer will get confused if they get a flier in the mail that has a unique phone number on it. This is, they say, a problem with call tracking.
Here’s why it isn’t an issue:
1) No one remembers phone numbers.
A recent study published in the New York Times revealed that the average person remembers exactly 1 phone number. They typically remember the phone number of their parent’s house–the house in which they grew up. Most don’t remember their spouse’s phone number. And almost NO ONE remembers a business phone number.
2) No one will notice.
Very few people are going to actually compare one number with another. They just won’t notice that the phone number that appears on the direct mail piece is different than the number on the business’ website.
3) And if they do notice…who cares?
Seriously. Is a consumer not going to call a business because they are just so overwhelmed by confusion? Of course not. Even if they notice (which they won’t), even if they remember phone numbers (which they won’t), they still won’t care.
How would I implement/bill for call tracking?
We’ve discussed our reseller options at length elsewhere. So, let me say this here: it is simple, flat, and scalable. Plus it WILL provide an additional stream of revenue.