Response Track

Response Track is the Iwantrackcards blog. It's where we work through direct mail measurement one problem at a time: a tracking number that never rang through, a QR code that got scanned and went nowhere, a campaign that looked great until somebody asked how many of the calls became customers.

Articles are written by Jordan Pierce, the disclosed editorial pen name of the Iwantrackcards content team. Each piece starts from the same questions Jordan asks of every campaign: what action the mail asked for, how that response gets identified, which source gets credit, what each response cost, and whether it turned into business.

We cover six desks, listed below. Examples come from the businesses that mail the most, from law firms and medical practices to restaurants and real-estate teams, with plenty drawn from South Carolina's Grand Strand. Figures come with their sources. Made-up numbers used to show a method are labeled as made up.