Advertising Source Keys
 Source codes for tracking the effectiveness of your ads.

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Instructions
 You may already be using source keys. They are identification codes you assign to an advertisement. You use them to track where your customers found you. Mailware makes extensive use of source keys. An Original Source Key is assigned to a customer the first time they contact you. Subsequent source keys assigned to that customer tell you which offers are pulling responses. You can assign additional keys to customers when taking an order, or in the Customer Contact Log.

  1. You can add a new Advertising Source Key, or search for an existing one, by clicking the appropriate link on the Mailware Explorer. Or, simply click the Find or Add icon below.

 
View Ad Source Keys
Find    Add    Help
 

If you add a new source key the Source Key screen will open to a blank form. Skip to the next step for instructions on entering data.

If you search for an existing product to edit the following search screen will open.

   

Type a Source Key in the Search Characters field to locate your key, then click the button. The Ad Source Key screen will open to the selected item.
 
Note: You can also select a different Search By field to locate a source key by its Publication Title.


  1. Enter or edit your source key data in the screen that opens. You can use the Tab or Enter key to move between fields. When your cursor is on a button press the Space bar to activate it. Or, simply use the mouse.

 

  1. Source Key: Enter the code, you have assigned for a particular ad, mailing or catalog. This is your Advertising Source Key. 
     

  2. Description: Enter any text you wish in the next field. Starting the description with the publication date of an ad is a handy reference (e.g., 1/97).
     

  3. Type: This refers to the type of ad (e.g., display or classified ad in a magazine, a direct mailing etc.)
     

    • Catalog: Use this type to activate the Catalog drop box below this field where you can associate a Catalog with this source key.
       

    • Classified: Classified ads are typically either One Shot or Two Step ads: One Shot ads ask for the order. These are effective only for very low priced items. Two Step ads offer a free or inexpensive sample or demo. The sample is mailed with sales literature that asks for the order.
       

    • Display: These are usually large ads ranging from 1/8 of a page to a multiple page spread that appear in a publication. Because display ads are expensive, and offer you room to describe your product they typically ask for the order, and offer higher priced items.
       

    • Direct: Direct Mail usually consists of several pieces mailed directly to a potential customer. The components of a direct mail package may include: a sales letter, an order form, a publisher's note and a brochure. By assigning a source key to the entire package Mailware can track the effectiveness of a direct mail campaign. You can also assign different source keys to different parts of a direct mail campaign.

      For example, you could create 2 different direct mail packages, and assign each a different source code. Or, you could send the same package to 2 different lists, each with its own source code. By combining both of these methods you can create several distinct groups all within the same mailing. This is a very effective method for testing.
       

    • Internet: Use this type for Internet ads and search engines.
       

    • Other: Use this for an ad that does not fit one of the available categories.
       

  4. Catalogs: Source Keys may be assigned to a catalog once, or you may assign several to the same catalog. This allows you to measure the effectiveness of the same catalog sent to different customers, or at different times.. Enter the appropriate catalog here from the drop down list, or add a catalog, and return here to select it.
     

  5. Publication: Select a Publication, if applicable, from the the drop down list, or add a publication and return here to select it.
     

  6. Date: Enter the date you actually placed the ad (not its publish date), or mailed a campaign.
     

  7. Renew Date: If you plan to advertise in this publication again enter the deadline for submitting a new ad in the Renew Date field.
     

  8. Mailings: Enter the number of pieces you mailed, or the circulation for the publication in the Mailings field.
     

  9. Advertised Products: You can associate up to three different products with this ad by selecting them from the drop boxes in the Products fields. If you have multiple items you can set up a catalog, and refer to it in the catalog field above.
     

  10. Ad Price: This is the actual price for a classified, display or other paid ad. Do not include printing, postage or mailing costs which are provided for below.
     

  11. Printing: Enter any printing costs associated with this ad.
     

  12. Postage: For mailings you can separately record the total cost of postage here.
     

  13. Mailing: Any additional costs to mail can be separately recorded in the Mailing field.
     

  14. After entering all data click the button to close and save the screen or the button to enter another.

 

See Also:
Catalogs
Publications