Fire Starter Brands LLC
innovative tourism marketing


Fire Starter Brands' blog features original content and thoughtful insight to help travel industry professionals build better products, attract more visitors and increase their efficiency.

How to Track ROI - Direct Mail

By Stephen Ekstrom | President, Fire Starter Brands

We are all under more pressure to demonstrate that the programs we plan and execute are producing measured results for our companies. 

Here are a couple great techniques you can use to track response rates from your direct mail pieces...


Include unique identifiers in your Call-to-Act so that it is easy for you to track responses and measure your direct mail marketing success. Below are a few tips on ways to track your direct mail marketing campaign:

QR Codes: QR Codes in marketing is starting to gain traction. The fastest way to get a QR Code is over at QR Stuff (free) or Custom QR Codes (stylish designs). QR Codes act as a bridge between direct mail and digital content. You can also receive scan analytics when you opt for a premium account.

URL: As with a unique QR code, you need a unique web page for each campaign to measure analytics.

Coupons: To track responses as people redeem your coupons, make sure you create a unique code on the coupons used for a particular direct mail campaign.

Phone Call: As with URLS and Coupons, use a special phone number where your audience can reach to and provide a unique identification code imprinted on the mailer as a part of the order intake process.

Text Message: Text messaging is the easiest way to respond since you neither have to create a special code or set up a unique landing page. Your audience simply needs to enter the unique code from the mailer to respond to your campaign.