It’s amazing how many campaigns are primed for failure before they even get off the ground. Why? Because in the rush of trying to get the direct marketing campaign out the door, many marketers forget a few simple steps that will not only contribute to the success of the campaign, but also allow the measurement of its success. And, when necessary, the right techniques can be utilized to help marketers make changes to a campaign in time to improve the results.
1). Set an Objective
Setting objectives will show you further down the line how effectively your marketing has met them, giving you the basis of an ROI metric. The marketer who says his or her objective is simply to “sell more” hasn’t thought it all through. Are you trying to increase brand awareness? Are you looking to generate leads? Are you hoping to improve loyalty/retention among existing customers? Are you looking to introduce a new product or service? Each marketing campaign should have a clear, measurable objective.
2). Determine What You’ll Measure
What you measure will depend on the objectives you’ve set in Step 1. Not every campaign will measure the same thing, and different campaigns should be employed for different objectives. What are you interested in measuring the effectiveness of? Lists? Offers? Packages? Landing page versions? There is no “one-size-fits-all” direct marketing campaign, but with a clear objective, you’ll be better equipped to measure its effectiveness.
3). Employ Measurable Techniques
There are many tools available to marketers to make measuring ROI easier. The old school method of asking a customer, “How did you hear about us?” works if you have them on the phone, but it leaves no room for adjustments along the way. It also doesn’t take into account those warm leads who may be on the verge of conversion, but you’ll never know – or have the opportunity to reach back out to them – if you don’t have measurement tools in place.
Here are some tools that can be used for measuring ROI:
- Different phone numbers for different customer segments or campaigns
- Web metrics
- Client surveys
- Microsites with dedicated landing pages
- Personal URLs (PURLs)
Follow these three simple steps to avoid the disappointment of campaign failure. If you can handle #1 and #2, we can help you with #3, because a successful campaign is only as good as the tools with which you measure it.
