how local should a local phone number be?

Question

Okay, I think I may be overthinking this:

Because I want to be able to track the effectiveness of different marketing campaigns I plan to use different phone numbers, but my issue is that I will be marketing to at least 3 different area code (all within about an hour of each other).

So, is is okay if all of my local numbers are in my area code or do people recommend having the local phone number in a marketing piece match the area code of where the property is?

Obviously I wouldn't want to use an out of state area code but is an area code from a neighboring county okay?

Brett Russell · Answer

@Antonio Coleman, as I thought I explained, I have no intention of using a national number... the question was whether an area code from one county over was acceptable (still pretty local) or if it was really that important to have the area code match the property.

@Michael Quarles, I don't know for sure what your response means.  I presume you are saying "yes" to the 3 lists in 3 counties means you need 9 numbers, but what about the other part?  I know you recommend sending out 6 different mail pieces, so does each mail piece get a different number?  And, therefore, to mail to those 3 lists in 3 counties are you recommending getting 54 numbers?  Seems a bit over the top.

What are other experienced marketers doing?

Brett Russell · Answer

@Michael Quarles , thanks for your response.  I certainly trust your knowledge and experience in this area.  Is the reasoning that people are less likely to want to do business with "outsiders"?

My issue is that people commute regularly between these 3 counties, so it's not like they aren't familiar with my area code.  But mostly it could get very costly.  If I have 3 sources of my list and am sending to 3 different area codes, then I need 9 numbers just for that.

And that's not even considering if I should be changing the number each time I mail a different piece?  If my first mail piece was a yellow letter and now I'm sending a postcard, do I change all the numbers-- and now need 18 numbers-- or do I keep one number throughout the whole campaign?

Account Closed · Answer

You can do the same with a vanity toll free number. I use them and the system asks for the callers zip code. Extremely easy to track and an easy to remember phone number.

Michael Quarles · Answer

sounds like you didn't need to ask the question.  Good luck.

Michael Quarles · Answer

use different area codes unless the area has multiple area codes.  Example Los angeles has 213 323 and a host of others which would be fine.

Cody Alexander · Answer

Local phone numbers do work better. As for switching the number on each mail piece, that depends on how well you want to track your response. The only way to truly track the response of a mail piece is to have a dedicated phone number for each piece. Calls will trickle in for months, so if you are reusing the same number throughout the campaign then you are not able to adequately track the performance of each specific mail piece.

Antonio Coleman · Answer

@Brett Russell Always keep your numbers local. People will response to local numbers versus national numbers.