The holiday season is the perfect time to add direct mail, dimensional mail, and other tactile components to your sales and marketing mix, but how do you track this stuff? How do you know if corporate gifting is working or not?
Digital channels are highly traceable, measurable and reportable but what about direct mail? One of the reasons digital marketing eclipsed direct mail in sheer volume is because direct mail wasn’t easy to track. That’s all changed. Here’s how you can start measuring the success of your direct mail campaign.
Use a Digital CTA with Your Direct Mail
Direct mail works best when it works with a digital channel. The truth is, you can’t beat Google Analytics for web metrics so why try? Use direct mail to send your customers back online with the right call to action (CTA). The trick is making the CTA work – a long URL isn’t going to cut it. You need something short and punchy – try a Personalized URL (PURL). You can learn how to start incorporating PURLs with our guide, right here. You could also use coupons redeemable online and give unique codes to different demographics, regions, or other subset of customer. This lets you see where direct mail is making the biggest impact and driving the most customer action.
Follow Gifts with a Call
You’re already tracking important call-centric metrics – response rates, callbacks, demos scheduled, etc – why not trigger your sales team to call in conjunction with a gift? You can add gifting to your marketing automation platform and get real-time notifications when the gift is delivered so you can follow up at the right time. You can automatically send a follow up email, or even reach your prospect with a text message, all triggered by the delivery of the direct mail. Time your contact so it happens while the direct mail is fresh in mind – no more than a day after delivery.
Compare Response Rates for Gifts
In our experience corporate gifting closes more deals and the right gift makes an even bigger impact. This is a really easy metric to measure. Once you get a baseline score, you can dig deeper too. Start to see if some gifts close deals with certain types of prospects – for example, high-end technology gifts will likely resonate with upper-brass decision makers (like a CTO). You can also see if there are other touches, methods, or sales approaches your team is using, such as following up when the gift is delivered or giving the prospect a head’s up that something is coming in the mail.
Test Corporate Gifting At Different Points in the Buying Cycle
Gifts can work at every point in the buying cycle – from opening a door for a great conversation, to reigniting a stalled deal, to getting a whole team’s buy-in with a SwagBomb™. Try different approaches, map the results to your marketing personas and see if there is a correlation. Maybe smaller businesses (or smaller teams) respond well to a SwagBomb that brings everyone to the gifting fun, but a team that’s more tightly managed may respond well to targeted outreach.
Don’t forget that unique corporate gifts can help you build relationships with existing customers. Corporate gifts work particularly well with customer you’ve already closed – they’re already on your side, the gift reaffirms why they chose you. The holidays are a perfect time to send a thank-you note, a gift card, candy, or other treats to your best customers. Tactile marketing can prompt them to renew their service, fill their shopping carts with your latest product, or get back in touch to see how you can help them in the coming year.
Tracking corporate gifting is easier if you’re using a gifting automation solution, and here’s our shameless plug: we’ve got just the thing if you’re using Salesforce: SwagIQ.
SwagIQ lives natively inside of Salesforce where it lets your sales team send gifts from your company store. Just pick the gift, click send, and we do the rest – from printing, to fulfillment, to shipment. You’ll get a notification when the gift arrives at your prospect’s desk. You can track all of the metrics you could want because SwagIQ uses Salesforce’s reporting engine, which we think is the best in the business.