Tracking Direct Mail for your Debt Settlement Campaign is a must for any company that is using this method for lead generation. With today’s technology it’s easier than ever to get that done. As you track your Direct Mail Campaign, consider the following:
Tracking By Mail-Piece
Tracking may sound obvious to find out the response rate for the mail-piece, but you should be tracking a control piece as well. A secondary piece to try new offers, different content, calls to actions etc. to have a comparison to your primary Debt Settlement Direct Mail piece. Don’t get too comfortable with one mail-piece, they have a way of going in and out of fashion, be ready for the change that will ultimately come -track and test your mail piece.
Call-Tracking
Call-Tracking is a great tool to track your Debt Settlement Direct Mail Campaign. Used properly, you can track more than just the response rate from the mail-piece. For example, do you know the amount of time the prospect waits before they are transferred to a consultant? Do you know how much time is spent by the consultant with each prospect? How about how the receptionist greets the prospect? These are some of the basic features that come with call-tracking. If you have the recording feature turned on you can also listen to the calls (playback) and email the recorded files. This is a great tool for training and compliance.
Tracking Lead Quality
When you go back and review the effectiveness of the campaign, don’t just look at the response rate – this can be deceiving. There are companies that are selling Debt Settlement Direct Mail campaigns saying they have unusually high response rates. While this is probably just an attempt to get your business (short lived though, once you’ve seen actual results) response rates can be skewed depending on the data you use. All data is not alike. Getting the phone to ring doesn’t necessarily mean the call-in is qualified. Tracking the quality of lead is as important as the response rate.
Tracking from Lead to Sale
Where the rubber meets the road…a well-managed Direct Mail Campaign will result in good closed debt settlement business. You should see significant improvements in closing ratios with Direct Mail over other lead sources such as internet, television etc. If your closing ratio falls below the 20% mark then look back at the campaign manager for answers. It’s either the data, the mail-piece, or sales staff. But with proper tracking in place, you can take the guess work out of it and make better business decisions on how to move forward.
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