Don’t Just Mail It — Measure It: How Dealerships Can Track ROI from Print
- Chroma Digital Imaging
- Jun 23
- 2 min read
Most dealerships love the look of a great mail piece. But what really matters? What it brings back.
Here’s the truth: direct mail is no longer a spray-and-pray tactic. With the right tools, it’s trackable, data-driven, and ROI-proven — just like digital.
Why Tracking Print Matters for Dealerships?
When you can measure what works, you can:
Scale the right offer
Cut what’s underperforming
Align marketing spend with sales
And with shrinking ad budgets and rising acquisition costs, accountability is king.
4 Smart Ways to Make Print Measurable
1. QR Codes with Dynamic URLs Send leads to a vehicle detail page, special offer, or service scheduler — and track how many scanned. Bonus: create one per customer segment for deeper insights.
2. PURLs (Personalized URLs) A personalized landing page tied to a mail recipient makes tracking crystal clear — and increases engagement because it feels custom.
3. Unique Offer Codes Create different promo codes by region, vehicle model, or buyer segment. Example: “TRADE25” for used leads, “LEASE90” for lease turn-ins.
4. Call Tracking Numbers Assign a dedicated number to each campaign. When the phone rings, you’ll know which piece drove it — and who answered.
Dealerships Already Doing This Right
Smart auto dealers are combining Variable Data Printing with these tracking tools to:
Test multiple offers at once
Know which models move fastest
Prove that print leads convert
And best of all? They’re using results to justify larger print campaigns month after month.
You Print. We Help You Track. You Sell.
At Chroma, we specialize in print campaigns that are designed to be measurable.
From strategic layout and Variable Data Printing to coordinating with your digital tools — we make sure your direct mail can integrate with QR codes, custom URLs, and offer segmentation.
Let’s talk about how to make your next campaign both beautiful and trackable.
Book a dealership consultation: info@chromadi.com
