Once again we are on the subject of measuring your ROI on your latest print campaign. Today we discuss call tracking and the benefits it can bring to your marketing investments.
Call tracking consists of placing a phone number on your direct mail piece or print advertisement that is unique to that ad. Any call that comes through that ad is then tracked, giving you reports on exactly how many phone calls that ad generated. This is a great way to prove ROI because you can see that if you spent x-dollars, you were able to generate y-dollars in new business. While many services offer accounts for free, subscribing to the basic or professional accounts are recommended for larger direct mail campaigns.
Let’s break down the cost. Suppose you mail out 5000 postcards to your targeted audience. Between printing and mailing expenses, you might have $2500-3000 in costs. Adding on a $29 tracking number only increases your expenses by about 1% of your total costs. The benefits of understanding your ROI are huge, and are definitely worth the initial cost to setup this program.
To help you get started, here are the top call tracking services available.
Written by Maggie Young