Any process you engage in can be quantified and measured. Which means it can be improved. You will need to code every sales letter going out and record the results and analyze them. Keep doing what works and change what is not working.
One of the best benefits of using direct mail is the way you can track and trace exactly how much business you are getting from any letter.
So how do we track our letters?
Easy. You’ll want to assign unique priority codes, extension numbers or fake employee names for each promotion. Each letter you send should have a unique code. Then you will be able to credit that letter with the inquiry or sale. So you know what works and what does not.
Many times I’ll use a priority code at the top of the letter. When prospects call in your staff should be trained to ask for the priority code. Or you can use extension numbers like this: Call 301-555-1234 xF00.
This way you know this code (the extension #) stands for an offer you made F (February) 00 (2000).
Or if you do face-to-face business, an easy way is require people to bring the letter with them/or present it to your staff in order to get the special offer.
Tracking is critical or else you’ll still be flying blind.
In your internal tracking sheets you’ll want to record the day of the week a letter went out, quantity mailed, list used, and other important information. Plus include a copy of the actual letter.