Take a moment to consider some truths about printed marketing.
Direct Mail is proven to get a better response rate when compared with email marketing.
Recipients of emails are spending less and less time looking at them…indeed they delete them far quicker than you might think.
According to research by Quad/Graphics, Millennials respond more to printed communications than they do to email. Indeed, a huge 82% of them said they would engage with retail print literature.
The majority of people think that printed marketing material helps keep brands top of mind.
According to PrintIsBig.com, advertisers spent $167 per person on direct mail in 2015, and earned $2,095 — that’s a 1,255 percent return!
Studies also prove that combining print marketing with digital promotions drives higher response rates and conversions than depending on digital-only communications.
For example, brand awareness campaigns can benefit from postcards sent to neighborhoods around your business.
Brochures, which offer more space for testimonials and other types of social proof, are ideal for building credibility.
Finally, promotional materials such as magnets and puzzles can help increase customer loyalty and improve retention rates.
With professional print marketing services, you can ensure all materials are designed and produced with consistent quality. This helps strengthen your brand impact and maintain a professional image across every campaign.
Plus, print marketing promotes your business beyond the computer screen. You can take your message to heavy-traffic areas or where your target audience hangs out.
To help organizations stand out among the countless emails and calls their prospects receive everyday, print marketing offers a fresh and cost-effective way to advertise and increase awareness of your business.
Once you have a clear vision of your marketing goals, it is important to set up systems to measure results. This helps you track the impact of each printed marketing material.
Your first step is to define a clear call to action. This represents your desired outcome and guides how you design and measure your campaign.
If you choose to hire a marketing agency, they can help you build stronger tracking strategies. They also improve how you measure campaign performance.
This ensures your print efforts stay aligned with clear and measurable business goals from the start.
You do, of course, have to connect that call to action to measurable results. Here are a few of your options:
A Tracking URL enables you to use software like Google Analytics to determine exactly how many of your recipients followed your call to action and visited your website.
With marketing print mail campaigns, this makes it easier to measure performance and understand which mail pieces are driving the most engagement.
Advanced Analytics users can even track these visitors through to conversion, giving you a complete picture of how many people became customers as a result of your print campaign.
Custom landing pages for print campaigns provide a highly effective tracking method.
You can create a dedicated page for your postcard, brochure, or other printed materials. This page should not be included in your main website navigation.
As a result, you can easily measure the success of your print marketing. You only need to review the visitor numbers for that specific page. This makes it simple to see how many people responded to your campaign.
Coupon codes have long been a valuable way to help brands track actual purchases resulting from print exposure.
By creating a unique code for your print marketing materials, you give your audience a clear incentive to use it at checkout.
This also allows you to measure performance more accurately. As a result, you can determine exactly how many customers you gained from your print marketing efforts.
Social Media can act as another way to track your success. If your goal is brand awareness, ask your audience to add a branded hashtag to their posts.
Simply counting the number of tweets with that hashtag allows you to determine the reach and new awareness your printed marketing campaign has generated.
Calliope Concepts can help you create an integrated Print Marketing campaign that works in concert with your Digital Marketing to create a cohesive message to your customers.