With so much emphasis on online advertising and social media, it's easy to overlook the impact of well-executed print materials on your target audience.
But how do you measure the success of your print marketing campaigns?
While tracking the effectiveness of physical marketing materials may seem complicated, a few key metrics can help you evaluate your efforts.
Consider These 11 Metrics for Evaluating the Success of Your Print Campaigns
Response Rate
The response rate is perhaps one of the most critical metrics for measuring the success of any marketing campaign, including print.
This metric assesses the percentage of people who responded to your call-to-action (CTA) after receiving your print materials. This could include visiting your website, purchasing, or completing a form.
Conversion Rate
Similar to the response rate, the conversion rate measures the percentage of people who not only respond to your CTA but also complete the desired action.
For example, if your CTA is to make a purchase, the conversion rate would track the percentage of people who purchased after receiving your print materials.
Cost Per Response
The cost per response is calculated by dividing the total price of your print marketing campaign by the number of responses you received.
This metric can help you determine your campaign's ROI (return on investment) and compare it to other forms of advertising.
Customer Lifetime Value (CLV)
While not specific to print marketing campaigns, CLV is an essential metric for any business.
It calculates the total revenue a customer will generate over their lifetime. By tracking this metric, you can determine how effectively your print materials attract and retain valuable customers.
Brand Recognition
Print marketing materials such as flyers, brochures, and business cards can contribute to building brand recognition.
Utilizing these materials consistently and effectively increases your brand's visibility and improves customer recall.
Call Tracking
Implementing call tracking for your print marketing campaigns allows you to track the number of calls your materials generate.
This can help you assess the success of specific ads or campaigns and make adjustments as needed.
Coupon Redemption
If your print materials include coupons or special offers, tracking the redemption rate can give you insight into their effectiveness.
This metric can also help you determine which offers appeal to your target audience and adjust accordingly.
Social Media Engagement
Even though print materials may not be directly connected to social media, they can still drive engagement on your social media platforms.
You can track the number of shares, likes, and comments generated by your campaign by including social media handles or hashtags on your materials.
Website Traffic
Print marketing campaigns can also drive traffic to your website.
By monitoring the increase in website traffic after distributing print materials, you can measure their impact and adjust future campaigns.
Customer Feedback
Asking for feedback from customers who received your print materials can provide valuable insights into the success of your campaign.
This could include surveys or reviews about the customer's experience and whether the print materials influenced them.
Sales Revenue
Last but certainly not least, sales revenue is a critical metric for evaluating the overall success of your print marketing campaign.
By tracking the increase in sales during and after the campaign, you can determine whether it effectively drove revenue and met your business goals.
While digital marketing may seem to dominate the advertising landscape, print materials have maintained a valuable place in any successful marketing strategy. By utilizing these key metrics, you can measure the effectiveness of your print campaigns and make informed decisions for future marketing efforts.
Don't overlook the power of print - with the right metrics, you can ensure its success in your overall marketing plan. Contact us today to start your next campaign.
