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Turn Direct Mail into a Conversion Engine in Three Strategic Steps
Your Three-Step Roadmap to OmniChannel Attribution Success
Learn how to add digital tracking, automation, and ROI visibility to your direct mail campaigns using a simple, scalable roadmap.
The Problem: Low Visibility, Rising Pressure
Mail service providers and print shops are feeling the pressure:
- Postage is rising
- Clients are demanding measurable results
- Margins are tighter than ever
Direct mail still delivers exceptional engagement—but the challenge is proving it.
You need a process to show clients exactly what they’re getting from their campaigns. This roadmap gives you the tools and structure to do just that.
Introducing the Attribution Roadmap
Our proven three-step roadmap makes it easy to transition from traditional mail operations to a fully integrated, data-driven marketing solution.
Whether you’re just starting or ready to scale, this process works.
This step connects physical mail to digital touchpoints before the mail even arrives.
With Informed Delivery®, recipients receive a digital preview of your mailer via email. You can also include a clickable ad or offer.
Why it matters:
- Additional impressions without extra postage
- Track engagement through open and click metrics
- Qualify for USPS promotions that reduce postage
Automate and scale this process to run hundreds of Informed Delivery® campaigns with ease.
You’re probably already using the Intelligent Mail® Barcode (IMb). That’s your foundation.
Enhance it with mailpiece tracking to unlock:
- Predictability
Know when each piece is expected to arrive. - Accountability
Create reports showing delivery success and timing. - Visibility
See how long mail takes to move through USPS® systems. - Performance Analysis
Discover which campaigns, drop dates, or regions deliver the best ROI.
Tools to Use:
- BCC Software’s Track N Trace®
- USPS® Informed Visibility® dashboards
With tracking in place and digital layers added, it’s time to bring it all together in a single, centralized reporting structure.
Build a campaign efficacy dashboard that shows:
- Mail delivery data
- Digital engagement (clicks, opens, form fills)
- Conversions (sales, signups, calls)
- Attribution by channel and message
This turns your campaign into a marketing intelligence asset.
Bonus Tip: Offer campaign strategy and optimization reports as part of your service package. Clients will love it—and it boosts retention.
Proven Results from Attribution-Driven Campaigns
By the time you reach step 3, you’ve moved from tactical execution to strategic value creation.
Why This Roadmap Works
Step 1
Enhances operational visibility
Step 2
Adds a digital channel and USPS discounts
Step 3
Demonstrates results with real data
This roadmap is designed for scalability. You can start with existing infrastructure (like IMb and Track N Trace®), and layer in more value as you go.
You don’t need a massive tech team or deep marketing background to succeed—just a clear process and the right tools.
What’s Next? Ask yourself...
- Are you still just mailing… or are you marketing?
- Do you provide delivery confirmation… or campaign performance insights?
- Are you charging by the piece… or by the outcome?