You’ve URL'd and QR Coded your mailpiece and created essential landing pages on your website. But adding that digital element is only half the fun. The real thrill comes from tracking and measuring how well your printed piece delivers. To do that effectively, use these metrics:

• Test two versions. Create an A and B version of your mailer/landing page link so you can track which one was more effective. The difference can be as subtle as a headline, or a complete page redesign.
• Start with Google Analytics. This easy and free method tracks your responses. Once your QR Code or dedicated URL is established on your mailpiece, hook it up to Google Analytics. It will show you how many responded and how they interacted with you online. Go to analytics.google.com to learn more.
• Clicks or scans. Maybe you didn’t get the red-hot lead list you were hoping for, but if you got recipients to scan a QR Code and click on a URL that leads to your landing page, it counts. That means something in your message grabbed their attention.
• Response. These are the prospects that took time to visit your page, add contact info or request samples. This gives you an actual number to work with and valuable data to follow up on. Get to these leads as quickly as possible, paying close attention to any contact preference they indicated to show you’re responsive and in touch with their needs quickly.
• Reply chain support. If these leads have been handed off to sales or customer service make sure your marketing team supports the nurturing process and stays in the loop. Seeing where prospects end up in the sales funnel is critical to tracking a marketing campaign’s success and important to track that leads conversion success.
• Track response trends. Though it’s valuable to track each response individually, step back and look at the data from an overall perspective. Look for trends to see when/where responders are clicking so you can best tweak and reshape in the future. If revenue was your goal, divide revenue by cost to determine how much you made for every marketing dollar spent. If your goal was to boost site traffic, determine how many new customers visited your site by scanning your QR Code or visiting your landing page.

Considering these metrics will help immensely in determining if a marketing message is effective and help direct improved efforts in future campaigns. Your client will benefit from the sharing of this information to prove your campaign was successful.