How to increase conversion rates in marketing campaigns

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Jennifer Hudson

Understanding conversion rates is essential to the success of your direct marketing efforts. Let's say 1,000 mailings have been sent out to potential customers, and you'd like to measure the performance of your print campaign. Conversion tracking lets you know how many people reached the desired target after receiving the direct mail you sent. The more conversions you generate, the more successful your marketing efforts will be. In this guide, you'll learn more about this metric and how to convert more prospects into customers.

Explanation of conversion rates

‍Insimple terms, a conversion rate is the percentage of potential customers who perform a particular action, such as scheduling a product demo or purchasing an item from your online store. You calculate the number of people who complete that action, divide it by the number of people who received your marketing material and turn that figure into a percentage.

In direct mail, for example, you can include a telephone number on the back of your flyer. This number allows people to make an appointment with your sales team for a product demonstration. Your conversion rate will correspond to the percentage of people who have dialed this number.

Conversion rates vary according to the type of marketing and channel used. Here are a few averages, based on a sales report:

Marketing par courriel : 2,8 % (B2C), 2,4 % (B2B)Marketing vidéo : 0,8% (B2C), 1,3% (B2B)Médias sociaux organiques : 2,4 % (B2C), 1,7 % (B2B)Services de publipostage : <0,1% (B2C), 0,3% (B2B)Comme vous pouvez le constater, le publipostage a tendance à produire des taux de conversion plus faibles pour le B2C et le B2B que les autres canaux de marketing. Cela signifie que vous devez concevoir des envois créatifs et convaincants qui encouragent les clients potentiels à passer à l'action. Une plateforme de publipostage comme Lob peut vous y aider.

How do you track marketing conversions?

‍Howdo you measure marketing conversions across all your campaigns? Here are a few simple ways to do just that:

Google Analytics

‍TheGoals function in Google Analytics lets you measure the contribution of conversions to the success of your business. You can track your conversion rate on the platform and discover how your website or app is performing.


‍Whensomeone buys an item from your company after seeing your marketing, this is an example of conversion. Tracking the number of sales you generate can reveal how successful your company is at converting prospects into customers.

Demo requests/contacts

‍Everytime someone contacts your sales team for a demonstration or takes a similar action, this is also an example of a conversion. It's important to know what prompted a potential customer to contact your company, such as a call to action (CTA) on a direct mail piece.

Form filling

‍Whensomeone fills in a form on your website with their contact details, there's a conversion. Potential customers may fill out a form after reading a CTA on your website.

How to increase conversion rates

‍Youcan increase marketing conversions in a variety of ways, for example by offering incentives to potential customers and including QR codes in direct mail campaign materials.

Understanding customer needs

‍Gettingto know your target audience better can help you create marketing materials that convert. Survey existing customers and review sales calls to determine how people respond to your campaigns.

Eliminate friction points

‍Eliminatebarriers that prevent potential customers from converting. For example, remove the need to enter a credit card number to access a product demo. Or make it possible to buy from your online store without creating an account.

Offering incentives

‍Discounts, promotions and other incentives can encourage people to perform the desired action. For example, you can offer potential customers a 10% discount code for a future purchase if they sign up to your mailing list.

Share testimonials and case studies

‍Testimonialsand case studies can give your company an image of authority and trust. Incorporate them into your marketing materials to boost conversions.

Target customers who have failed to convert

‍Potentialcustomers may be close to conversion but abandon their shopping cart or leave your website. Send these potential customers emails or direct mail to entice them to return and perform a particular action.

Using QR codes

‍Directmail and other printed marketing materials featuring QR codes and URLs can lead potential customers to specific landing pages that convert them into customers.

‍Gettingconversions with direct mail

‍InLob's 2023 State of Direct Mail report, 74% of marketers agree that direct mail offers the best return on investment compared to any other marketing channel. What's more, 58% of marketers allocated a higher proportion of their marketing budget to direct mail in 2023 than in 2022.

Although average conversion rates may be low for this type of marketing, you can encourage more prospects to take action by following the tips above. By offering incentives, using QR codes, removing friction points and performing other tasks, you can convert more people into real customers.

More marketers than ever are investing in direct mail, and for good reason. Lob is the direct mail automation platform that maximizes ROI and makes it easier for you to reach your target audience. Schedule a demo and improve your conversion rates today.

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