Don't Shrug

If you were mailing a DM package with a push back to your Web site, you’d monitor how many recipients visited the unique Web page you promoted in the appeal and how many of those people actually became members.

For example, the American Chemical Society regularly tracks online-membership conversions resulting from DM campaigns. Hilary Baar, ACS membership manager, works with her online team to set up unique Web landing pages for DM recipients that allow her to track traffic and conversions.