If you’re going to do an Easter Mailing… (Part 3)

Bob FranquizChurch

#3 – Track your results

If you're going to take the time to invest the resources for an Easter mailer, then create a way to track its effectiveness.  One way to do that is to create a URL on the mail piece that people can go on.  This way every time someone logs on, your analytics program can record that and you can see how many people are taking the next step.  

If you're doing 2 different mail pieces, create 2 different URL's for each.  We have one for our mailers and another for our door hangers.  We're trying to assess which is more effective.  This is a simple way to do it.  

Don't do what most churches do – they mail pieces out and never create a tracking system.  Instead, track your results so you can improve your effectiveness each time you mail something out.