How to Show ROI on Your Next Print Project
Author: Melissa Fransen, Marketing Manager
Hello fellow marketers! Whether you are new to marketing or have been in the field your entire career, there is one thing that we are all probably familiar with measuring for the campaigns we develop and execute; ROI. For social media marketing, the data is right at our fingertips as we can see impressions, click through rates, and engagement %. For email marketing, we can see open rates, clicks, and conversions. In Google Analytics, we can see website traffic driven from organic, direct, and referral sources, but what about print as a part of an omni-channel strategy? Here are some great ways to measure and show ROI on your next print project!
1. Use the Power of Your Data
Have you heard the term Variable Data Printing or sometimes referred to as VDP? If not, variable data printing allows your printed piece to be customized to the individual. Basically, it’s the opportunity for 1:1 marketing using print. With VDP, you can personalize the printed piece based on data, including everything from personalized imagery to custom offers. On a recent case study with one of our customers, when they personalized their mailing to the individuals they saw a 3X sales lift compared to a control group that was not personalized. What a huge success!
When you think about your next campaign, think about ways you might be able to use the power of your data. I know as a consumer, I love when marketing is tailored directly to me and my interests. I want offers and coupons that are relevant to what I purchase vs. a generic offer where I have no interest.
If you are using a coupon on your next print project, be sure to use an individualized offer code so you know the coupon was redeemed. This will also allow you to track redemption rates and sales per mailer.
Here are a few ideas for your next project:
- Maps to the nearest store location
- Abandoned cart item coupon
- Offers specific to something your customer has purchased in the past
- Special incentive for birthdays
2. Unique Landing Pages
By creating specific landing pages for your mailings, you can track the ROI from your landing page perspective and will be able to see how many people visit that particular page There are a number of ways to drive consumers to your page; it might be a QR code or listing the URL in your text. To take it even further, you can also create a PURL (Personalized URL). To maximize your impact, create a compelling incentive for the recipient to visit the page to drive the biggest result.
3. Informed Delivery
Have you heard of Informed Delivery? If not, to sum it up, this is a relatively new FREE service from the USPS where individuals can sign up for daily emails of what is being delivered to them in the mail each day. I am personally signed up and I really like it since it gives me a glimpse of what to expect in my mailbox when I arrive home.
From a marketer’s perspective, when we set up Informed Delivery campaigns, we are able to attach an image to the printed piece (they call it a ride-along image) and a URL of your choice will also be attached to the campaign. In a nutshell, the individual that receives the email will see the URL and can click on the link to drive them to your site before they even receive the mail piece at home! The USPS will then provide a report of opens and click through for the campaign. When using this service, a marketer can drive a response before the mail even arrives in the mailbox – a great ROI advantage! Contact us to learn more about this great offering and the best part is that we can even help you get the campaign set up. The USPS offers postal incentives each year, and there have been a number of postal incentives for Informed Delivery recently, so be sure to check out the incentives as well, to see if you can qualify for a postal discount!
Are you interested in reviewing the case study that we referenced above? Contact us today for a copy! Also, if you are interested in learning how our customers are utilizing variable data to maximize their campaigns, request a sample pack today.
Bio: Melissa Fransen is our Marketing Manager. She started with Nahan in May of 2017. Melissa is responsible for Nahan’s marketing initiatives, which includes everything from conference planning to social media initiatives. In her spare time, Melissa enjoys spending time with her husband and enjoying time in the outdoors with family and friends.