There is no one perfect solution to track your direct mail response rates. However, there are two methods that should be used in conjunction with each other to track your dental direct mail response rates: match back reports and call tracking.
A matchback report compares the new patients you acquire to the mailing list of recipients that were targeted with your direct mail marketing. This gives you a transparent picture of how many new patients you acquired that received your direct mail marketing.
However, one blind spot of matchback reporting is that it only shows the prospects you have converted into new patients. It does not provide visibility to the number of prospects that have responded to your direct mail marketing but did not convert into a patient.
This is a critical differentiation. If you have 50 people call from your direct mail piece, however, only 10 of them turn in to new patients, it will skew the analysis of your response rates and may appear that your marketing isn’t working as well as it is.
It’s critical that you understand why a prospect calls but does not convert. It could be quite a few reasons, such as poor customer service, scheduling issues, insurance issues, etc. Whatever the case may be, it is critical that you understand these reasons in order to be able to not only properly analyze the performance of your direct mail marketing but also to identify and address the reasons why your prospects did not convert. This brings us to the second method of tracking response rates: call tracking.
Call tracking works by utilizing a unique phone number that is only used on your direct mail marketing. Mail Shark can help acquire a call tracking number. Anyone who calls from this unique call tracking number is documented, and the call is recorded.
This provides another layer of tracking and allows you to listen to these calls as well for training and tracking purposes.
That said, one blind spot of call tracking is that any prospect who goes to Google or to your website and calls from the number on your website will not show up on your call tracking. Thus, call tracking is not 100% perfect but does provide an extra layer of tracking.
Call tracking is very inexpensive and highly recommended to use with your direct mail marketing.