Measure Your Responses
While the success of a direct response campaign is easier to gauge than television, radio or outdoor advertising, the performance of a campaign is often measured by the numbers: reply cards, surveys and other returns, coupons redeemed, or 800-line calls received. The ability to match responses to a particular geographic or demographic customer group for a more specific analysis has been nearly impossible.
Now, however, thanks to the use of bar coding, it is easier than ever before. Used for years by supermarkets and other retail sales operations, bar coding now has a direct mail application. Using a specially designed computer program, each record in a database is assigned an identification code. Each bar code is unique; it can identify the name, address, the offer and various other demographic information.
The bar code is applied directly to the coupon, reply card or other response vehicle. When redeemed it is returned for compilation. The bar codes are then read and converted to data that can be analyzed. The information is also used to update the database.
There are significant benefits of knowing exactly who responded to a specific offer or other call to action. In addition to being able to gauge the success of a particular campaign, the demographic information generated can be used to refine and focus direct marketing efforts, greatly improving the effectiveness and cost efficiency. Responses can provide valuable sales leads and help prioritize a database by separating customers who respond to specific offers from the larger field.
Chances are good that bar coding could help improve the effectiveness of your direct mail efforts, whether you use it to generate sales leads, conduct research of fund-raising, sell merchandise through catalogs, coupons or samples, or any other of the multitude of uses. For more information, contact your representative at BlueGrass Mailing, Data and Fulfillment Services.