Marketing attribution is important in measuring performance for any channel, online or offline, because it helps to understand the specific impact of any certain content that is driving lead conversions, and thus driving revenue. In the context of multi-channel campaigns, direct attribution allows you to know for certain whether a direct mail touch was the one that drove a conversion.
Traditional channels are historically challenging to target and measure, with direct mail being an 'Exhibit A' example of this issue. However, as a modern intelligent mail platform, Lob offers various approaches to measure attribution as best possible and to provide greater visibility in a rather opaque channel.
Similar to email, direct mail campaigns can measure direct attribution by creating a customized call-to-action CTA that's unique to the end-recipient of the mail piece. This can be a URL, coupon code, phone number, or QR code. Ideally, each CTA should be as dynamically generated and unique as possible, and can be tracked individually if it is followed. If not down to the individual level, creating unique CTAs for each campaign (or cohorts within it) would allow a better understanding of how specific campaigns or cohorts are driving better conversions.
Webhooks allow real-time notifications of mail status for individual mail pieces (generated in the form of tracking events) as it progresses through the USPS mailstream. The two most impactful scanned events are the "Processed for Delivery" and "Delivered" events, which means that a USPS courier is about to deliver mail within the next day, or has successfully delivered the mail piece, respectively. If you have a multichannel campaign in progress, you can design for either of these events to trigger an additional sequence of events downstream, such as reinforcement reminders using other digital channels, a limited time-only action, or some other action or acknowledgement that's unique to your business workflow.
These webhooks and ensuing downstream triggers can indirectly impact the broader success or conversion of your mail piece, along with the overall campaign involving the direct mail touch.
Metadata can be used to identify, locate, and "tag" mail pieces or particular campaigns. While metadata is not directly responsible for attribution, appropriately tagging mail pieces is a critical step in measuring attribution at a more granular level.
Learn more about metadata and how it can help measure conversion and attribution through various ways of tagging in our Lob systems.