Is It Possible to Track ROI with Print Marketing? Yes!

One of the challenges Twin Cities companies face when developing print marketing campaigns is how to track their return-on-investment, or ROI. While online marketing campaigns are easily tracked with Google tools such as AdWords and Google Analytics, evaluating ROI for print marketing campaigns can seem tricky.

However, there are few simple steps companies can take to help them determine whether or not their print marketing campaigns are paying off or need to be modified to increase sales conversions.

Four Easy Ways to Track ROI in Print Mail Campaigns

1. Include a mail-in feedback form. Feedback forms are easy additions to print marketing projects. They can be included in the envelopes of prospecting letters or attached with a perforated edge to a single-page mailing like a postcard. Feedback forms should be effortless for recipients to complete and easy to send back to companies.

2. Include a QR code on print marketing materials. Companies that wish to integrate their print marketing with their online marketing campaigns should seriously consider adding QR codes to their print marketing pieces. A QR code is a small, square graphic that looks like a barcode. Smartphone users can scan the code, which opens a website in their phone’s browser. Companies can have the QR code lead to a promotion, a list of services, or other part of their website and track how much traffic is coming to these pages from the QR code scans.

3. Use mailings to promote a specific product or offer. Companies can also evaluate ROI by creating a marketing campaign that targets a specific product or promotes a unique special offer. Companies can use this information to track how many recipients become customers.

4. Track print marketing recipients online. It is increasingly common for companies to integrate their print and online marketing campaigns. Including special offer codes or URLs on print marketing pieces allows companies to use web analytics tools to track print marketing success. For example, companies may include a discount code such as PRINT10 on a print marketing piece. When customers enter this code during a purchase, the company is able to track how many sales are produced by their print marketing campaign.

Digital printing with Matreks is a great tool for companies who want to track their ROI on print marketing campaigns. The digital printing process allows companies to change the content of their print marketing pieces quickly and effortlessly, even in the middle of a print run. Companies may also use digital printing to test a print campaign, since digital printing is a cost-effective choice for short-run print projects.

To learn more about how to track the ROI on print marketing campaigns, contact Matreks today at 952-746-4010.