What's the best way to track direct mail campaign results?

Tracking has to be designed before you print, not bolted on afterward. Each method captures a different slice of the response, so layering a few gives you the clearest picture.

• Unique promo codes: tie a redemption directly to the mailing.
• Dedicated landing pages: capture web visits from the piece.
• QR codes: bridge the printed piece to a digital action.
• Call-tracking numbers: attribute phone responses.
• Matchback analysis: links new orders back to the mailed list.

Combining two or three of these gives you the most accurate view of true campaign performance.