In case you missed it, print media boasts a whopping response rate that’s 600% higher than its digital counterparts*, and personalised print and digital marketing can have a tangible effect of up to 31% boost in profits**.
That’s why we think it’s really important to incorporate them into your multi-channel marketing strategy. And with the pressure mounting on marketers to ditch print in favour of digital, you’re probably wondering how you can gauge the effectiveness of your print marketing so you can make sure it’s still worth your while…
Print marketing in an omni-channel world
Print always played a key part in marketing, but the development of the omni-channel environment has changed the game. With multimedia marketing now commonplace, marketers can compliment different channels depending on the format customers choose to consume. These days, marketing has become increasingly customer-centric, and when, where and how it will be consumed has become the primary factor in determining its content and format.
Measuring the ROI of your print
To gauge the ROI of print marketing, it’s best to supplement it with digital. You can do this by including specific webpages with custom URLs in your print material – that way, you can utilise analytics packages to track activity on the web pages after a send to see how many punters it attracted. Unique telephone numbers can play a similar role, offering customers a separate point of contact to discuss anything related to individual pieces of print collateral they’ve received.
It’s also worth employing channel-specific response codes for customers to quote when communicating with your business or making an order, and including an element to help identify location within the code could prove useful too. Not only will you receive concrete data measuring the success of your print marketing, but you’ll know exactly where the material was used and where it performed best.
If you’re targeting tech-savvy customers with your print, including QR codes could be useful (although it’s unlikely the IT illiterate will make use of them, and web hits are typically low). For those not afraid to use them, all they need to do is take a picture of the QR code, and the magic of smartphones will transport them to a landing page. From there, you can monitor website traffic right through to final order.
Encouraging an audience to take action is a tricky final step, but a nice incentive such as a discount slip, voucher, coupon or special offer can be enough to push them into making contact or placing an order. Pairing them with unique telephone numbers or URLs will allow you to keep track of your promotion’s performance, and your sales team can be used to keep record of any phone traffic it generates while your online analytics tools watches over any web activity.
Evaluating your findings
Once you’ve collected the data, you’ll need to make sense of it. Ask yourself a few key questions: If you used A/B testing, which version performed better? How many customers made use of the vouchers or special offers you sent them? Did a particular demographic respond more than others? Which parts of your combined print and digital campaign did well, and how could you use the results to improve future engagement? And ultimately, consider whether your efforts led to a significant uptick in business, and how you might be able to use these insights to tweak your print strategy going forward.