One of the most challenging aspects modern leaders have with their offline marketing campaigns is a lack of visibility into what’s working and what’s not. Revenue team leaders must be able to measure spend and understand how well campaigns are tracking toward key performance indicators (KPIs)—however, direct mail and gifting metrics have been historically difficult to accurately capture.
Before diving deeper into Postal's reporting capabilities, see for yourself how you can make the most out of your marketing dollars by plugging your offline plan into our ROI calculator.
For marketing teams, the Overview dashboard offers insights into which Postal touchpoints are building brand affinity and driving conversions. The Impact and ROI dashboard shows which campaigns are driving the most pipeline growth and how much revenue is being generated as a result of Postal sends and experiences. Beyond ongoing measurement and campaign planning, these metrics are a powerful way to show marketing’s impact in your organization, which informs everything from budget to headcount.
Sales leaders use the customizable Overview and Summary dashboards to gauge how their team is leveraging offline touchpoints to build relationships, drive efficiency, and close deals. It can be an especially helpful tool to determine how best to integrate offline strategy into your sales playbook.
What’s New in Reporting
Postal Reporting now has six tabs, featuring dashboards and reports that offer a wide range of valuable insights. Generally, Postal Admins can see metrics for the entire organization, Managers can view their team’s performance, and Users can view their own data within Reporting. Let’s take a closer look at the information available in each dashboard within Postal Reporting.
On the Overview dashboard, you can see how many items have been sent, total spend, number of meetings booked with Postal touchpoints (if you have a calendar provider enabled), recipient engagement stats, and most popular items. Overview also breaks down conversion metrics, including open rate, click rate, and the acceptance rate of gift emails. This information can be filtered by a custom time range; if you’re an Admin, you can drill down into specific teams and individuals.
The Summary dashboard offers a high-level, side-by-side view of each team member’s key metrics, including total accepted Postals, recipient engagement, total spend, average item cost, meetings booked with Postal touchpoints (if you have a calendar provider enabled), and popular items. For Postal users with Admin and Manager roles, this dashboard is completely customizable, allowing you to compare any team members over any given period of time.
Impact and ROI Dashboard
Postal users with the Salesforce integration, who have downloaded and installed the Salesforce Managed Package (2.0 or newer) from the Salesforce App Exchange, have access to the Impact and ROI dashboard within Reporting. The dashboard reports on a number of key ROI metrics influenced by Postal, including won revenue, deals closed, open pipeline, items from the Marketplace that generate the most pipeline, and the number of open opportunities by sales rep.
Impact and ROI offers a snapshot of some information available in Postal’s Offline Engagement dashboard within Salesforce, which can be especially useful for team members who don’t have their own Salesforce seat. Users who don’t have the Salesforce Managed Package won’t see the Impact and ROI dashboard under Reporting. If you have the Salesforce integration, but you haven’t yet downloaded and installed the Salesforce Managed Package, you must do so in order to get access to the Impact and ROI dashboard in Postal Reporting and the Offline Marketing Automation Dashboard in Salesforce.
Recent Activity Report
The Recent Activity report is a running ticker of actions taking place within the Postal platform. This report gives you visibility into the status of Postal orders, any actions taken by recipients, and delivery notifications. The Activity Report can be sorted by action type, allowing you to see, for example, all items that were delivered within the last day.
Order Report & Recent Exports
The Order Report allows you to download Postal orders filtered by status, date created, item, user, team, contact, or MagicLink. Recent Exports gives you access to recently exported Order Reports.
Offline marketing metrics help sales and marketing leaders understand how their Postal efforts are driving toward business goals, and inform decisions for optimizing future campaigns.
To start using the Postal Offline Marketing Automation Platform and get the ROI of your offline strategy with Postal Reporting, request a demo today.
Alex Barca is the Director of Demand Generation at Postal, where she oversees paid acquisition, direct mail, corporate gifting, and inbound sales development. Prior to Postal, Alex worked across marketing functions at Bullhorn and Curata. Outside of work, Alex enjoys watching reality TV and spending time with family and friends in the NYC area.