Track Your ROI With Print Marketing: 5 Expert Tips

Print marketing is a quick and effective way to spread the word about your brand and business. In order to maximize the return on your marketing investment, it is essential to track the response of customers to each print marketing campaign. Measuring your ROI begins with placing a direct response mechanism on every printed material you use. The following expert tips will reveal the most effective ways to use this direct response mechanism.

1. Discount Slip or Special Offer

Displaying an irresistible deal on your flyer and other printed marketing tools will encourage your prospects and clients to provide quick feedback. You will need to put a competent sales team in place to record the details about each response. You may also need to check your analytics software or log files to track the response of visitors to your website. Displaying a specific and well-targeted offer in print will not only help you to track your ROI, it will also increase it.

2. Telephone or Post

Telephone and surface mail are still used by direct mail order companies to track customer responses because they are quite effective. You can monitor your customers' response on phone by asking your clients to tell you where they picked up the printed advert or by writing down the codes on the printed item when you receive their calls. You may also add a detachable return form with prepaid postage to the printed item and use it to track the response from your target audience.

3. Customized Landing Pages

You can create customized web pages that will provide unique content for each visitor or for each print marketing campaign. On your website, you may ask the customer to put in a particular code on the landing page to get a unique gift or giveaway. As soon your customer visits the URL and gets something unique and enticing, capture the lead and do a follow up until your customer makes a purchase.

4. Response or Coupon Codes

Coupon or response codes can serve multiple purposes in a print marketing campaign. So you should design the code carefully so that it can provide as much information as possible. For instance, to monitor the response of customers from a particular location, create a code like: 20CAL0513, which will represent: 20% discount, in California, sent out on May 13. This type of code will help you to track and compare the response of customers from different areas at various times of the year.

5. QR Codes

If you are advertising to a technically-savvy audience, quick response (QR) codes can be one of the fastest and most convenient tracking methods. Your customers will scan these QR codes with their smartphones and their phone will direct them to your website. From your website, you can use other tools to track their response to your offer or provide incentives for them to give you more personal details that you can use to increase conversions.

Conclusion

Those are five methods that many marketing professionals recommend for tracking your ROI on print marketing. Regardless of the type of customers you are targeting, you will find at least one method here that you can use to track the response to your offer.