If you do not measure the response rates from your leaflet distribution campaign, your will not be able to take action to make changes to improve the response rates.
Before starting a leaflet distribution campaign, it is worth spending time to consider how you are going to identify (and therefore be able to measure) the responses to your campaign.
There are lots ways to identify responses to a particular campaign, many of which are fairly simple and cost very little. Here are a few examples:
Incorporate a special offer or offer code into the marketing material. This will not only help you measure response rates, it will also encourage people to take action.
Put a special web site address on it and then measure ‘hits’ on the web site. To do this you will have to create a ‘landing page’ on your web site specifically for the campaign. Not only will this allow you to track hits on that page, you will also be able to design the page to relate to the leaflet. This will help reinforce the message to potential customers and will help add some credibility and build trust.
Use unique contact information, such as an e-mail address or telephone number for each campaign.
It is important t0 trust and ‘listen to’ the measurement systems that you have put in place. This means that is the results are not as good as expected then you should make changes to the deign or the offer. It is, however, important to make only one or two changes at a time because if you make too many you will not be able to tell which changes work and which don’t.
When you make changes to your leaflet, remember to change the tracking information so that you can identify whether the changes are making a difference.
For more information, read our article “How to Measure Responses to Your Leaflet Distribution“.