UX Challenge: Design a service that tracks open rate for direct mail marketing
Preface
Snail-Mail marketing works, however, the tracking sucks. If marketers could find a way to track opens of mails, they would be improve their strategy way better.
Here are some stats from 2017 for mail marketing:
[## Direct Mail Still Gets the Best Response
- Direct mail household response rate is 5.1% (compared to .6% email, .6% paid search, .2% online display, .4% social media). This is the highest response rate the DMA has ever reported, since coming out with the Response Rate Report in 2003.1
- Direct mail median household return on investment is 29% (compared to 124% email, 23% paid search, 16% online display, 30% social media).1
- At 6.6%, oversized envelopes have the greatest household response rates over other mediums (followed by postcards at 5.7% and letter-sized envelopes at 4.3%).1
- At 37%, oversized envelopes have the greatest household return on investment over other mediums (followed by postcards and letter-sized envelopes at 29%).1
- The response rate for direct mail among people aged 18–21 years old is 12.4%.1
- The top response rate tracking methods are online tracking such as PURLs (61%), call center or telephone (53%), and code or coupon (42%).1
- For every $167 spent of direct mail in the US, marketers sell $2095 in goods.2
The Bottom Line — Direct mail has the greatest impact because it offers a tangible experience for the customer. Oversized pieces stand out the most.](https://compu-mail.com/blog/2017/07/14/30-direct-mail-statistics-for-2017/)
How can we enable tracking for mail marketing and help improve the tactics?
Problem
No way exists to track opens of mail marketing
Challenge
Design a service for a snail-mail marketer that enables them to do better targeting by tracking the open rate.
[Image Credit: https://letterhub.com/direct-mail-marketing-isnt-dead-2018/]
Post your replies here: https://app.dailyuxchallenge.com/t/ux-challenge-design-a-service-that-tracks-open-rate-for-direct-mail-marketing/156
