Following up Direct Mail Part 1.
When you send direct mail, you need to measure your results. In order to measure your results,Â each advertisement needs to have:
- A unique design.
- A unique URL with analytics installed.
- A unique phone number with call tracking.
- A unique coupon code if you are offering a discount.
Undoubtedly, the list you purchases is used by other businessesâ€”some of which may be dentists. Selecting a stock design does not separate your ad from the noise and your campaign looks just as much (if not more) like junk-mail than your competitorsâ€™. You can affordably employee freelance graphic designers to create your custom ad by visiting 99designs.com.
A direct mail advertisement should send a prospect to a website designed specifically for the campaignâ€”website designers call this type of page a â€œlanding pageâ€.
A landing page, also known as a â€œlead capture pageâ€, is a single web page designed to convert its visitors into sales leads.
In comparison to the rest of your website, landing pages have a unique one-page design featuring a specific call to action. Landing pages can be designed as a reference (informational) or to accept payments (transactional). Since dentistry is a service (not a product), the best landing pages for a dentist will be informational with a call to action aimed at collecting the visitorâ€™s email address and physical address in exchange for more information about your dental practice. You can use MailChimp to collect visitor information on your website.
To collect a strangerâ€™s contact information, your call-to-action must offer something of value in return. For example, you may be able to collect a visitorâ€™s name, email, and mailing address in exchange for a promise to mail him or her a packetÂ loaded with information about why your dental office is best suited to meet your patientsâ€™ needs.
Of course your landing page and main website should have Google Analytics installed. Google Analytics is a free service that will tell you how many visitors the landing page received in a given time period and (if set up correctly) how many of these visitors took the requested action.Â
Additionally, using a service similar to Call Rail, the number of potential clients who either call your office directly from the mail campaign or visitÂ your landing page and then place a phone call can be measured (these calls can also be recorded and reviewed for quality control).
 A call to action is a banner, button, text, or graphic created in a way that prompts a visitor to click on it and perform a task.