As businesses strive to connect with the senior demographic, understanding their needs and preferences is crucial. One tool that can help enhance marketing campaigns and allow you to see how your campaign is performing in real time is call tracking. By leveraging call tracking technology, businesses can optimize campaigns and establish meaningful connections with this group of people.
What is call tracking and how does it work?
Call tracking is a process that gives real data on the results of your direct mail campaign. When you opt in, a tracking phone line is assigned to your business. This line will automatically forward all calls to your destination phone number. Your tracking phone is used on your mail pieces. When a recipient responds by calling this phone number, the call rings through to your destination phone like a regular call–but the call tracking system captures the data so it can be given back to you.
Is call tracking right for every direct mail campaign?
No, call tracking won’t be the right fit for every campaign. Call tracking works well for service-based offerings, when the recipient will call to schedule an appointment or consultation. If a phone call is an unnatural call to action for your offer, consider using a different tool to measure response, like a QR code or a purl.
Will I still have the same phone number?
No, a call tracking line is purchased and then assigned to your destination phone. It will use your same local area code and forward to your existing line.
How are you able to review/listen to calls?
When a recipient calls your tracking line, the call routes through our call tracking system on its way to your destination phone, capturing the recording and basic details. This call tracking data will be updated and stored in a database. Phone calls can then be listened to, and the information logged. At The Mailworks, we have a team of real humans that listen to each call and report on the outcome. (with your permission!)
As a client, can I listen to calls?
Yes! All calls are available to download from your Portal account after they have been logged.
How does call tracking benefit a campaign?
Call tracking provides you and your Account Manager with straightforward response data on your direct mail campaign, so we can see what’s working and what’s not. You can see in almost real time exactly how recipients are responding. Not only can we use this data to make informed recommendations to refine and improve your campaigns going forward, but you can improve your business operations as well.
The possibilities of call tracking can be extremely beneficial to your business's campaign performance. By utilizing this technology, you can learn about how your campaigns are resonating with people in real time – giving you the opportunity to shift when necessary. Embracing this technology opens up the opportunity to capture the attention of this demographic. Looking to market to your senior audience, reach out to us at themailworks.com!
About the Author
Sarah Hodges is an accomplished professional with over a decade of expertise in the direct mail and print industry. As the Director of Client Services at The Mailworks, she brings a wealth of knowledge and a proven track record of delivering exceptional results for clients.
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