Get credit for all that great stuff you do! Well, that’s not a fun title, is it? But it’s an important concept when you tie your direct mail and digital marketing together, so we’ll forgo fun for a few paragraphs and discuss how you can make your campaigns more effective through careful measurement and attribution. At its simplest level, the SnailWorks dashboard shows you how your campaign is progressing – how much mail and email has been sent and delivered, and how many responses you have gotten through different channels.
But there is a lot more you can do to refine your response management. It’s all in the efforts: Efforts Every Direct2Digital campaign we do at SnailWorks is made up of efforts. When you send out a mailing, that’s an effort. If you send out multiple mailings, each one can be a separate effort. Each email you send – triggered or blasted – is another effort. Web display ads, social media posts – really any channel that leads back to your landing page is an effort. The beauty of all of these efforts is that you can view your results by effort from the dashboard. The dashboard is a rollup of all of the efforts in a campaign, but by selecting “View by Effort” on the pull down menu on the Campaign Summary bar (your Project Manager can show you how) you can see how each effort is doing individually in terms of both web page visits and conversions. Compare versions right there. Compare channels. It’s a great measure of your campaign’s effectiveness. And because it’s in real time, you can make adjustments while it still counts. SnailWorks manages and identifies each effort we deploy through special coding we apply to your campaign URL. For social media posts that clients are deploying on their own, SnailWorks offers an easy to use self -service tool for assigning effort specific URLs. We call these URLs Snailys. A Snaily is a shortened, unique URL assigned to an effort for a specific social media post. Ask you Project Manager to show you how. It’s very easy. You’ll be amazed at what you can measure on the Direct2Digital dashboard, and at how easy it is.
Direct2Digital will also allow you to look at each response and identify which effort the response came from, as well as well track each effort the responder received. All of this can make matchback analysis a breeze. Our Project Managers can show you how to be a Direct2Digital power user so you can know exactly what is working and when in all of your direct marketing campaigns. Start measuring and attributing today!