Getting the Best Results From Full Color Printing

It is highly recommended to employ color printing instead of black and white when getting direct mail  printed. Ask your printing company if they use CMYK inks printed on an offset printing press. If you don’t ask you may be shocked when you take delivery of your printed mailers. Commercial printing using true 4 color printing inks will always yield the finest appearance and feel. Especially if you finish with a nice protective coating such as Aqueous Coating.

CMYK For Company Digital Photos.

You should use CMYK as opposed to RGB when you are designing your own artwork. If you work in RGB mode when your file goes to print, colors may fluctuate. Be forewarned!

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Business Mailing Measurement and Tracking Map

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Campaign Goals

See also: Google Analytic Goal Funnel

Establishing Campaign Goals

This is a vision of what is to come with the Google Analytics print tracking recipe we’ll show you.

We have conclusively tested this effective method of tracking your direct mail. Additionally we used a call tracked phone number to measure phone responses. We sent out a total of 4 million printed mail pieces over 30 days. Unfortunately I cannot reveal our client so I have made a couple fictious print examples. The phone numbers and domain names are made up for the purpose of illustrating how this campaign worked. It was one of the coolest campaigns to analyze because there were unintended (unpredictable) outcomes.

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Direct Mail Goal Options to Track with Google Analytics

In Store Visits

Tracking store visits can be done with redemption coupons that are downloaded from your website. After coupons are downloaded they are printed with a bar code to redeem at participating stores.

You can also add coupons to your website and track how many times they were accessed by using a modified Google Analytics script for tracking downloads and form submissions.

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Use Google Analytics to Improve Customer Loyalty

Goal 6- Improve

If one of the goals of your direct mail campaigns is to build more loyalty with your customers your efforts can be tracked. Once we get your website set up with Google Analytics tracking your mailings keep an eye on your visitor loyalty and recency reports. Below I will show you a couple easy reports to look at and gain quick insights.

How Does Google Analytics Help Me See?

How Loyal do you think your Customers and Visitors are?

Loyalty

Here’s a good example of loyal visitors.

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Direct Mail Distribution Channels

How to Determine Total Distribution

In commercial printing, the last thing you want to realize is you did not order enough for your distribution needs. What about other areas in your marketing? It hurt$ when you’ve got to hit the press again because you fell short in quantity!

Below I am going to list many other possibilities that you want to consider before finalizing your production quantity.

Explore Other Means of Distribution

Mailing to Existing Clients

Send Your Printed Message to Customers

When calculating the final amount of direct mail pieces to be sent out, you want to also consider putting aside qualities for other business mailings. You may want to include one of these direct mail pieces in the monthly invoices your accounting department sends out. Now your regular customers can take advantage of the deal your offering. That’s just one example of anther distribution channel for your mail piece.

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A Few Enhancements You Might like

Using filter and profiles appropriately will ignite your data and let you see things in your reports you would not otherwise see. Below is a list of my personal favorites. There are thousands more if you look around. I remind you this data comes from my own reporting system, that’s why you are seeing my notation icons.

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Phase 1- Set-Up Google Analytics For Tracking

Google Analytics Installation Checklist for Tracking Direct Mail

Because tis the season to be jolly, I am going to share my installation recipe for tracking direct mail using Google Analytics with you. Feel free to employ it if it helps you. It is most important to me that this helps you and if it does…please rate my post. I makes me feel loved .

Please note, I use one software program that generates these set up reports. I have converting my output to suit html for your viewing purpose.

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Tracking Set Up PHASE 2

The second phase to tracking your direct mail is the creation of a vanity domain. Out of this entire tracking concept, this is the part people seem to get hung up on the most. Hopefully, you will see a clearer image in your mind after this quick run down. This is the URL you will promote in all your offline promotional efforts. Your print Design will contain the vanity URL.

How a Vanity Domain and Google Analytics Work Together

Visitors arriving from the vanity domain will be isolated and look like this is reports.

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How to Decide Structure and Size of Your Mail Piece

Mailing Rates Canada Post

The following is designed to help you decide on the best structure of your mailer in shipping from Canada to anywhere in the world.

Are you struggling with the do’s and don’ts in direct mail? If you are using the most common channel of distribution in Canada, I have compiled a list of helpful links that will help you decide on the best direct mail format for your business.

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