Direct Mail Analytics: How To Measure and Maximise Campaign Success

Are you put off by the task of measuring the ROI of your direct mail campaign? You may think it’s not as instant or straightforward as digital marketing.

However, direct mail remains a core component within many businesses’ wider direct marketing strategy. Recent UK industry studies show that when used effectively, direct mail helps brands reach and build relationships with specific audiences through targeted, tangible communications.

By using QR codes, voucher codes, and personalised URLs, you can gather the data needed to analyse the impact of your direct mail, connecting physical campaigns with measurable digital engagement.

In this guide, we explore the key direct mail analytics and explain how measuring them can help you improve performance and streamline your marketing going forward.

Key Metrics to Analyse

1. Response Rate

What is it? The response rate is the easiest and most common way to measure direct mail results. Simply divide the quantity you mailed by the number of responses you received. There are a number of responses you could measure including visiting a website, filling out a form, taking up an offer or making a purchase.

For example, if you sent out 5,000 items, and received 500 responses, your response rate is: 500/5,000 = 10 or 10%

UK and wider industry research shows direct mail campaigns often achieve response rates around 4.9% or more, compared to typical email response rates of around 1% or less, highlighting how physical mail can cut through digital clutter and generate stronger engagement.

2. Conversion Rate

The response rate alone does not tell you the full story – whether those people who responded converted into customers. You could have a high response rate but a low number that convert into a customer. That’s where the conversion rate comes in.

What it is? The percentage of responses that lead to the intended outcome, such as completing a purchase or signing up for a service. Simply divide the number of prospects who converted by the responses you received.

For example, if you had 100 conversions and 500 prospects, your conversion rate is: 100/500 = 0.20 or 20%

Why it matters: Conversion rates tell you how well your mail content resonates with your audience and encourages action. Post Office research suggests that direct mail can have a 10-30% higher conversion rate than other channels, provided the message is well-aligned with audience needs.

3. Cost per Acquisition (CPA)

To get a more rounded view of the success of our direct mail campaigns, we need to consider the costs involved.

What it is? CPA measures the cost of each new customer acquired through your direct mail campaign. To calculate, divide the total cost by the number of conversions.

For example, if your direct mailing costs £20 per customer, and they take up an offer of free shipping on their first order which costs £7, then the total cost = £27. CPA = £27 / 100 = £0.27 per customer.

Why it matters: Knowing your CPA helps you evaluate the financial viability of your direct mail efforts. By having a more lavish mailing that costs more to design and make, the cost to acquire a customer may be higher. However, if with this expenditure a prospect is converted and becomes a repeating buyer, the CPA will reduce.

4. Lifetime Value (LTV)

What it is? The total revenue expected from a customer over the entire duration of their relationship with your business.

For example, if your average purchase order is £1000, and your customer purchases 2 times a year and the lifespan is 5 years, then the LTV=£1000 x 2 x 5 = £10,000 per customer.

Why it matters: Direct mail may require a higher initial investment, but if it results in loyal customers, it can justify the cost. LTV is an important metric for understanding the long-term impact of your campaign.

This long-term view aligns closely with relationship marketing, where the focus is on building ongoing customer connections rather than one-off transactions.

5. Redemption Rate

What it is? For campaigns with a promotional code or special offer, the redemption rate measures the percentage of recipients who use the code. Simply divide the number of redemptions by the number of offers sent out.

For example, if 150 people redeemed an offer, out of 2,000 offers sent, then the redemption rate = 150/2,000 = 0.075 or 7.5%

Why it matters: Redemption rates help assess the effectiveness of your offer. Consider offering exclusive discounts to further entice your audience and boost redemption rates.

Ways to Track and Measure Direct Mail

Several tracking tools are available to help you monitor the above key metrics:

1. QR Codes 

Direct mail has traditionally been difficult to measure beyond response rates. QR codes change this by turning physical touchpoints into trackable digital interactions, helping marketers understand not just if people engage, but how.

QR codes allow recipients to instantly engage with your content online, while giving you detailed insight into scans, clicks, and conversions. When paired with campaign-specific landing pages, they offer one of the most effective ways to measure both direct mail and branded merchandise performance.

In the short video below, our Managing Director James Biggin explains why QR codes are still underused in direct mail – and how they can be used to drive action, tell product stories, and measure real usefulness over time.

QR Codes: Quick Tips for Better Results

Create a clear call to action
QR codes are most effective when they offer a clear reason to scan. This could include accessing exclusive content, registering for an event, claiming an offer, or visiting a campaign-specific landing page. A strong call to action significantly increases scan rates and engagement.

Use campaign-specific landing pages
Rather than directing users to a homepage, QR codes should link to a dedicated campaign landing page. This allows you to:

• Track scans by campaign, audience, or event
• Measure time on page and conversion behaviour
• Attribute results accurately using UTM tracking

This insight helps you compare performance across different direct mail formats and promotional items.

Tell the product story
When QR codes are added to branded merchandise, they can be used to share:

• Sustainability credentials
• Carbon reduction or net zero initiatives
• Sourcing or manufacturing information

This is particularly effective for higher-quality promotional items that stay in use over time, reinforcing brand values long after the initial campaign.

Measure usefulness over time
Unlike one-off mail pieces, branded merchandise can generate repeat engagement. QR code scans over weeks or months provide insight into ongoing brand interaction, helping you identify which items deliver lasting value rather than short-term attention.

2. PURLs (Personalised URLs)

While QR codes are ideal for driving quick, trackable engagement from physical mail or branded items, PURLs (Personalised URLs) take measurement a step further by enabling one-to-one tracking and personalised user journeys. This makes them particularly effective for highly targeted or segmented campaigns.

PURLs are unique URLs assigned to each recipient or audience segment, directing users to customised landing pages. They allow marketers to track individual journeys, measure engagement by segment, and personalise messaging or offers at scale.

When and How to Use PURLs

From a marketer’s perspective, PURLs are used to identify and track individual engagement, rather than just overall campaign performance. By assigning a unique URL to each recipient or segment, you can see who visited, how they engaged, and whether they completed the desired action.

In practice, PURLs are typically delivered via follow-up email after direct mail is sent, or accessed through a QR code on a branded item. This makes them particularly valuable for B2B, account-based marketing, and higher-value campaigns where understanding individual behaviour helps inform sales follow-up and future targeting.

PURLs are often used alongside QR codes, combining fast, frictionless access with personalised, data-rich measurement. There is a trade-off in time and cost when creating unique PURLs for every individual, so in many cases we recommend using segment-based PURLs rather than one-to-one URLs when combining them with QR codes on direct mail or branded merchandise.

3. Voucher Codes

Voucher codes are a straightforward way to measure the direct impact of a direct mail campaign, particularly when the goal is to drive sales or offer-led conversions. By including a unique or campaign-specific code, you can clearly link purchases back to the mailing activity.

Voucher codes are commonly used in promotional campaigns, limited-time offers, and incentives designed to encourage immediate action. They provide a clear and measurable connection between the physical mail piece and the resulting transaction.

From a marketing perspective, voucher codes help track:

• Redemptions and conversion rates
• Revenue generated from the campaign
• Average order value
• Cost per acquisition

Voucher codes can be printed directly on the mail piece, included in follow-up emails, or accessed via a QR code linking to an online offer. When used alongside digital tracking, they offer a simple but effective way to understand which campaigns and incentives deliver the strongest commercial results.

4. Phone Call Tracking

Phone call tracking is an effective measurement method for campaigns where enquiries, consultations, or bookings are the primary objective. By using a dedicated phone number on your direct mail, you can accurately attribute inbound calls to a specific campaign or audience.

This approach is particularly valuable for service-based businesses or higher-value purchases, where customers often prefer to speak to someone before making a decision. Calls typically indicate high intent and can represent strong leads, even if they don’t result in an immediate online conversion.

Phone call tracking allows marketers to understand:

• Call volume generated by a campaign
• Call duration and timing
• Source of the call and campaign attribution

Used alongside QR codes, PURLs, or voucher codes, phone call tracking helps build a more complete picture of campaign performance, capturing offline engagement that digital metrics alone may miss.

The table below summarises the most effective ways to measure direct mail campaigns, showing how each method works and what insight it provides.

The Role of Promotional Merchandise

Adding promotional merchandise to your direct mail campaign can further improve engagement rates and reinforce brand identify and perception, especially when items are useful, high quality, and aligned with your values.

When branded merchandise includes QR codes or PURLs, it becomes more than a physical reminder of your brand, it becomes a measurable marketing channel that continues to deliver insight long after the mail has landed.

Studies by Marketreach suggest that recipients of direct mail with a physical gift, like branded merchandise, are significantly more likely to recall the brand, engage with the offer, and make a purchase. Promotional gifts can:

• Enhances Brand Recall: A tangible item, such as a branded pen, mug, or notebook, acts as a constant reminder of your brand. When customers use these items regularly, it reinforces your brand presence in their daily lives. BPMA research reveals that 89% of consumers can remember the brand on a promotional item that has given to them in the past 24 months.
• Builds a Positive Brand Image: Sending useful, high-quality promotional items creates a positive impression of your brand. Your customers are likely to perceive your brand as thoughtful and customer-focused, which can further strengthen loyalty.
• Boosts Engagement: People are naturally drawn to free gifts. Including a useful promotional item encourages customers to engage with your message, increasing the likelihood of conversion.

Many marketers find that adding a relevant promotional item to direct mail helps increase engagement and strengthens the overall impact of the campaign.

Multichannel Integration

Combining direct mail with digital channels is one of the most effective ways to maximise the impact of your marketing campaigns. This hybrid approach creates a cohesive and engaging customer journey, leveraging the strengths of both physical and digital touchpoints.

By following up your direct mail with digital tactics, you can expect:

• Enhanced reach
• Stronger brand recall
• Improved conversion rates

Digital tracking tools provide detailed insights into user behaviour, while direct mail analytics offer complementary data to create a holistic view of your campaign performance.

As well as the above tracking methods, you could incorporate digital with:

Email Follow-Ups: Reinforce your message and provide additional opportunities for engagement with a follow up email. For example, after sending a postcard, email a reminder with similar messaging. You can then measure the number of responses and CTAs you get from the email follow ups.

According to a study by the Data & Marketing Association (DMA), combining direct mail with digital channels, such as email, can increase response rates by 63% compared to using direct mail alone.

Social Media Remarketing: Target direct mail recipients with ads on social media platforms like Facebook or Instagram. This method helps you to increase visibility and a consistent message across multiple touchpoints.

Incorporate Digital Incentives: Include digital promo codes or discounts that recipients can redeem online. This will encourage online engagement and make tracking the campaign effectiveness easier.

Direct Mail Call-to-Action for Online Engagement: Use direct mail to drive online activity, such as signing up for a webinar, joining a loyalty program, or downloading a mobile app.

For example, if you are an event organiser and you want to encourage attendance at your next event, you could send out a physical invitation (with a branded gift for extra engagement) which includes a QR code, to a personalised RSVP page that can be tracked, segmented, and retargeted digitally, helping you measure intent, drop-off points, and final attendance.

You could then use social media ads to retarget the recipients who clicked on the link but didn’t register, to help to increase attendance rates.

Key Metrics to Measure Integration Success

Cross-Channel Conversion Rate

What is it? The percentage of recipients who move from offline direct mail to take action online.

For example, A direct mail campaign promoting an exclusive sale includes PURLs for each recipient. Of the 1,000 recipients, 150 visit the PURL, and 50 complete a purchase. The Cross-Channel Conversion Rate = 50/1000 = 0.05 or 5%

Click-Through Rate (CTR):

What is it? The number of times a link is visited and clicked on. This is relevant for when QR Codes and PURLs are used in your direct mail items.

For example, you send postcards with a QR code linking to a landing page. Out of 500 postcards, 75 recipients scan the QR code. So the CTR = 75/500 = 0.15 or 15%

Audience Overlap:

What is it? Add the number of recipients who engage with multiple touchpoints in the campaign (e.g., direct mail and social media).

For example, You run a retargeting ad for recipients of a direct mail piece. Of 500 recipients, 200 engage with both the mailer and the ads = 200/500 = 0.4 or 40%

Overall Campaign ROI (Return on Investment):

What is it? The total revenue generated from the integrated campaign compared to the total cost. Evaluate how the integration of channels impacts overall revenue compared to single-channel campaigns.

For example, You spend £10,000 on a campaign that combines direct mail and email follow-ups. The campaign generates £40,000 in revenue.

ROI = (Revenue – Cost)/Cost x 100 = (40,000-10,000)/10,000 = 3 x 100 = 300%

FAQs About Direct Mail Analytics

How can I measure the ROI of my direct mail campaign?

Measure the ROI of your direct mail campaign by tracking all your marketing campaign expenses (like printing, postage, and promotional merchandise) and compare them to the revenue generated from conversions. Use metrics like CPA and LTV to gauge your overall ROI.

How often should I analyse my direct mail metrics?

Reviewing your direct mail metrics monthly or at the campaign’s end allows you to spot trends and make timely adjustments for future campaigns. Regular analysis also helps identify which types of offers or audiences perform best.

Can direct mail work alongside digital marketing?

Yes! Many successful campaigns combine direct mail with digital strategies, such as email follow-ups, retargeting ads or social media. This integrated approach reinforces your message and can increase your success rate.

How do I choose which promotional items to send?

Select promotional items that are practical, branded, and align with your audience’s preferences. For instance, eco-friendly products or office supplies may appeal to corporate clients, while lifestyle items like reusable bags or drinkware may resonate with a broader audience.

What should I do if my direct mail response rate is low?

If you get low response rates from your direct mail, it could be due to factors like: mailing list quality, offer relevance, or design. Try testing different variables (A/B testing) to see what engages with your customers, and don’t hesitate to seek feedback.

Conclusion

Direct mail analytics is a powerful tool for measuring the effectiveness of your campaigns and ensuring you see a return on your marketing spend. By understanding key metrics such as response rate, CPA, and LTV, and by incorporating promotional merchandise, you can elevate your campaigns to achieve outstanding results. Direct mail remains a valuable channel when used strategically, especially when combined with physical, branded items that leave a lasting impression.

Tools like QR codes now make it possible to understand not just the success of your direct mail campaign, but the ongoing value and real-world usefulness of the branded products you send.

Direct mail analytics not only makes your campaign measurable but also empowers your business to adapt, evolve, and optimise. As you refine your direct mail strategy, remember that a thoughtful, data-driven approach is your best path to long-term success.

The most successful direct mail campaigns are those designed with measurement in mind from the outset.

You May Also Be Interested In:

• What is Direct Marketing?
• What is Branding?
• What is Relationship Marketing?

Need branded merchandise for your next direct mail campaign? We are a 40 years BPMA approved promotional merchandise distributor. We can guide you to the perfect gift your brand will be proud of. Get in touch with us today.