How to Measure the Success of Your Flyers

Direct mail campaigns are a fantastic way to move your business closer to its goals. You can use flyers to convert new customers, sell more products or services, or encourage recipients to donate to your cause.

Direct mail remains one of the most economical and effective marketing tools available today. However, it’s still important to know if your investment is paying off. Measuring the response to your flyers also allows you to identify areas of improvement, so you can make the right adjustments and maximize your next campaign’s success. Therefore, you need a plan for measuring the success of your flyers.

Set a Measurable Goal

Before launching a direct mail campaign, you need to have a clearly defined goal. This goal informs the creation and distribution of the flyers. It’s also essential to determine if your campaign was a success or not. After all, if you don’t have a clear goal, it’s impossible to know if you achieved it or if your investment was worth it.

The campaign’s goal should be quantitative. Simply saying that you “want more customers” is a fine place to start, but it’s too vague. What does “more” mean? How many customers is “more”? Even more specifically, how many new customers justify the investment that you made into marketing? What is your break-even point?

You may want to increase visits to your store, the number of appointments, sales of a specific product, or donations to your organization. Regardless of your objective, make sure that it’s measurable. This is the only way to analyze the effectiveness of your flyer campaign.

Additionally, this data is hugely informative. It tells you what worked, what didn’t, and what changes you need to make for your next campaign.

Possible Goals for Your Flyer Campaign

• Convert new customers
• Encourage existing customers to make another purchase
• Increase the number of visits to your brick-and-mortar store
• Increase the number of consultations or appointments
• Generate more sales of a specific product or service
• Receive more donations to your non-profit organization

How to Track Your Flyer Performance

1. QR codes

QR codes are becoming the go-to way to track responses to direct mail campaigns. That’s because they’re one of the easiest and most reliable ways to find out how many people have seen and responded to your flyers.

Recipients simply scan the QR code with their phone and are directed to the website of your choosing. This could be your website’s homepage, a specific landing page, or your online store.

2. Unique coupon codes

Coupon codes allow you to get two birds with one stone. You encourage recipients to purchase by offering them an irresistible discount code, and you can track the results of your campaign. The customer uses their unique coupon code during check-out, making it easy to track the flyer’s effectiveness.

3. Personalized URLS (pURLS)

Personalized URLS (or pURLS for short) are another way to track the results of your direct mail campaign. Every flyer includes a unique website address, which brings that customer to a custom-designed landing page.

Ensure that you include a call-to-action above the URL to encourage recipients to type in the web address. Since every recipient receives a personalized URL, your organization can track who took action (and who didn’t). 

4. Dedicated phone number or email

Do you want recipients to call or email you to get more information, place an order, or make a donation? Once you decide, you can use a dedicated phone number or email address to track results. You’ll be able to track how many calls or emails you receive and how many of them result in a sale, donation, or lead.

5. Customer surveys

Lastly, you can use surveys or feedback forms to track flyer performance. These can be hosted online, completed at a point-of-sale, or done via a response card delivered alongside the flyer.

Ask recipients to share their opinions on your company, products, or services. Then, you can track how many people have completed the survey or form. This also provides valuable insights into the preferences and perspectives of your target audience. You’ll be able to better tailor your direct mail campaigns, flyer design, and even offerings to appeal to these customers.

Metrics for Success

1. Break-even point

You want your campaign to do more than break even. Nonetheless, it’s important to know what your break-even point is. If your campaign fails to break even, then you know that you need to make radical changes.

It’s time to go back to the drawing board and reconsider how you design and distribute your flyers. You may want to consult with an expert next time, like those from Troi Mailing Services. We specialize in direct mail creation and fulfillment services.

To calculate your direct mail campaign, do the following:

• Add up all the costs that went into the design, production, and distribution of your flyer.
• Divide that total by the profit per order.
• Subtract the cost to produce the item from each sale.

2. Response rate

The response rate can also be called the completion rate or return rate. This number represents how many people responded to your flyer campaign, including visiting your website or contacting you. You need to use one of the tracking tools listed above to get this data.

The response rate is the number of visits or leads divided by the number of flyers that you mailed out.

3. Conversion rate

The conversion rate is similar to the response rate; however, it goes a step further. It measures how many people became customers as a result of your flyer campaign; that is, how many recipients were converted into paying customers.

This includes making a purchase, donating to your organization, subscribing to a service, or signing up for a newsletter. What’s important is that they complete the desired action.

4. ROI (return on investment)

ROI is the easiest measurement to determine the success of your campaign from a financial standpoint. A positive ROI means that your advertising efforts were profitable, while a negative ROI means that you lost money on this campaign.

Return on investment is calculated by dividing the total revenue generated by your campaign by the total spending invested in the campaign.

Use Troi Mailing Services’ Free ROI Calculator!

Troi Mailing Services has made it easier than ever to measure the ROI of your flyer campaign. You can just use our free ROI calculator.

There, add the costs for design, printing, mail preparation, postage, the sale price of the product, and the cost of the product. Next, input the number of orders received and pieces mailed. You instantly receive the break-even point, response rate, and targeted return on investment.

Commercial Printing Services in Toronto

Troi Mailing Services offers direct mail fulfilment and commercial printing services in Toronto. Our direct mail experts are ready to assist you with your next flyer campaign. With high-quality printing and expert mail fulfilment, we ensure that your campaign is headed for success.

To learn more about our printing services in Toronto, call Troi Mailing Services at 1-866-486-0423 or contact us online.

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