2023 Guide to Tracking Phone Leads from Direct Mail Marketing
It is important for law firms to track their incoming phone calls in order to keep accurate records of client inquiries and ensure that all potential clients are given the same level of attention. Tracking incoming calls also allows law firms to measure the effectiveness of their marketing campaigns, as well as identify any areas where they may need to improve customer service or communication.
Remember: a successful marketing campaign does not end with a conversion. It’s equally important to understand what worked and why it did, through tracking and analytics.
Unlike digital marketing methods like social media and websites, offline practices like direct mail can present opportunities (as well as a few challenges!) when you want to measure results.
Automating your direct mail campaigns is one way to help attribute results for marketing success because it allows you to track the performance of each campaign. Automation also makes it easier to send out personalized messages and target specific audiences, which can lead to higher conversion rates. This helps reduce costs associated with manual labor and printing materials, making it a more cost-effective option than nearly every other method of marketing.
Law firms that rely heavily on calls to convert and onboard clients, call tracking comes in so handy and is crucial to the marketing spend.
If you’re not already tracking phone leads from your direct mail material, here we offer a quick guide on how your business could benefit from direct mail call tracking and a step-by-step process to get started.
What Is Call Tracking and Why Does It Matter?
Call tracking is the use of software by businesses to collect, measure, and analyze data from inbound calls. This data can be used to keep accurate records of client inquiries, measure the effectiveness of marketing campaigns, identify areas where customer service or communication may need improvement.
A potential customer calling your business because they received a letter or a follow-up letter. Sometimes a variety of mailers are used as part of an A/B testing initiative. By tracking each touch point, you can identify which details worked best in your campaign and build upon that. As an entrepreneur or marketer, you want to know what it is you did right so you can explore them further. You also want to ensure that the potential lead has a smooth experience on call, and hopefully converts into a sale.
By tracking your calls, not only get to understand your customers’ response rates but also identify which ads are most successful at bringing in those calls.
How to Get Started With Direct Mail Call Tracking
Ready to measure phone conversions through call tracking?
Determine What You Want to Measure and Why: Identify your call-tracking goals by mapping out a marketing strategy with the help of your direct mail team. Do you want to test ad copy? Single out which material delivers more calls? Determine which cities bring in more traffic ticket clients for your law firm? Or do all of them? Getting clear about this at the beginning tells you which call tracking metrics to prioritize.
Get a Unique Trackable Phone Number(s) for Direct Mail: Different tools are available to generate unique call tracking numbers for one or more of your mail collateral. The numbers are then printed and sent out with the marketing material.
Integrate Your Call Tracking System With a CRM: Most call tracking solutions have limited features, especially when it comes to tracking customer behavior. For enhanced and real-time results, use a customer relationship management (CRM) tool. This will come in handy when your marketing campaigns grow and many people start calling you.
Start Measuring and Reporting Call Tracking Results: When potential leads start calling the trackable phone number, they’re rerouted to your business, a call center, or CRM for recording. Call support agents can see and use the data generated to create a personalized customer experience. You can also get attribution reports to establish and optimize effective marketing approaches.
5 Ways Measuring Phone Conversions From Direct Mail Can Grow Your Business
With offline methods like direct mail, using multiple methods to track results gives you a comprehensive and accurate view of your marketing efforts. Call tracking can help grow your business through one or more of these ways when done right:
1. Identify What Direct Mail Material Works and What Doesn't
Call tracking takes the guesswork out of your direct mail’s performance. Instead of relying on popular marketing trends or a hypothesis, you can look at the real data gathered over time to determine success.
For instance, if you want to determine which, between letters and postcards, bring in more calls from potential leads in the same stage of the buyer's journey, you can set up a campaign and study call tracking results over time.
Of course, other factors might play a role in the campaign’s success, but you’re likely to notice a pattern after a while. With this, you can start to tell what direct mail collateral is more effective for call conversion.
2. Measure ROI and Optimize Your Marketing Budget
When you’ve determined what works and what’s less effective, you can then look at how much you’re investing in the same. Does the revenue generated measure up to how much you are putting in? Are there campaigns that have promising potential but are underfunded?
You can get all this information from call tracking and analytics attribution reports.
From this, you can choose to invest more in direct mail approaches that bring in results and reduce your spending for those that don’t.
3. Refine and Shape Future Marketing Campaigns
Data gathered from tracking direct mail phone leads can also help small businesses optimize and shape future marketing campaigns. And the best part is that this information can be used to refine digital marketing methods as well.
Besides determining what direct mail strategies are more successful, call tracking also creates a repository for customer pain points, queries, complaints, and feedback. There are many ways you can put this data into use and one of them is creating value-added content serving these concerns.
For example, if your law firm marketing includes call tracking, you can note down frequently asked questions by phone leads and find ways to answer them on a FAQ brochure offline or a website page.
Call tracking with CRM integration can also generate customer behavior insights, which is valuable in shaping marketing. How much material had a phone lead received from you before they called? Do customers call immediately or when the need arises? What percentage scans your QR code to access a particular landing page? And so on.
4. Save Time and Money Through Call Parsing
It’s critical to remain organized when you start receiving a large volume of calls from your direct mail. This means having a system in place to receive calls, determine their subject matter, prioritize the most important ones, reroute to different business departments concerned, and so on.
Most CRMs with call tracking come with a parsing feature.
Parsing means filtering inbound call messages based on things like a caller’s region, services a lead was seeking, and whether they’re a first-time caller, among other factors.
Call tracking systems save the time and money you would have invested in receiving and manually responding to every call.
5. Improve Customer Experience Through Conversational Analytics
Tracking phone leads with a CRM also supports small businesses to improve their overall call quality score and increase customer satisfaction. Call transcriptions generated and other conversational analytics may be used to identify and remedy common drop-off points.
According to a customer service rep survey, 69% of Americans prefer to talk to a live agent during inbound phone calls. Insights from call tracking reports will come in handy when refining customer service education for your reps.
Start Tracking Phone Leads From Your Direct Mail With Us
Your data trail should not go cold after customers pick up their phones to purchase or inquire about your services. Let the team at Key Dynamics help you understand your phone leads better through our 24/7 call tracking center.
You’ll be getting real-time data to show which marketing approaches are working, where to stop spending, filter and prioritize calls to improve customer experience and more.
Give us a call at (888) 855-0402 or fill out our contact form here to schedule a free marketing consultation session.
At Key Dynamics, we welcome any feedback, advice, or business consultation our clients may have. Our dedicated team is always available to answer any questions you may have. Drop us a line: firstname.lastname@example.org or give us a call today at (888) 855-0402.