Automate Print & Mail: Offline Marketing KPIs

Offline Marketing KPIs: How To Create Successful Offline Marketing Campaigns?

Did you know that offline marketing channels like direct mail offer a higher ROI than most advanced digital marketing campaigns? Yet, despite the numbers, many businesses still don’t try their hands at offline marketing.

And, if you are one of those businesses, then the chances are the lack of offline marketing KPIs is a matter of concern. Many businesses are reluctant in adopting offline marketing channels because they are not sure they can analyse and optimise them.

Purely offline marketing campaigns may have a lot of limitations. But, businesses can overcome many of those limitations with the right set of tools. Analysing detailed offline marketing KPIs and optimising offline marketing strategies is now much easier than it used to be.

Here, we make a case for offline marketing for your business and how you can effectively analyse and optimise it for the best results. Furthermore, this guide will also help you understand the difference between online and offline marketing KPIs.

What are Offline Marketing KPIs?

KPI is short for Key Performance Indicator. You can classify any quantifiable measure of performance for a specific objective over time. In other words, by analysing these indicators or KPIs, you can easily measure your marketing campaign’s performance.

Almost all marketers are already familiar with KPIs from digital marketing campaigns. As you can guess, offline marketing KPIs are not the same as those in online or digital marketing. It is relatively easy to assess the performance of your digital marketing efforts with advanced analytic tools.

Offline marketing KPIs are the key performance indicator that helps you analyse the performance of offline marketing strategies like direct mail. The number and accuracy of KPIs for analysing offline marketing campaigns can vary depending on the marketing tools.

What Is The Difference Between Online And Offline Marketing Tracking?

Analysing the performance of your online marketing campaigns is so easy. As long as you know your way around Google Analytics or any other advanced analytic tools, you can easily measure online marketing performance.

Almost every website uses Google Analytics for measuring its marketing performance because it lets you keep track of all KPIs. But, even Google Analytics is not equipped to track offline marketing KPIs by itself. The measures of offline and online marketing are very different, and so are their indicators.

Purely offline marketing strategies like direct mail have limited options for measuring their effectiveness. However, advanced software solutions like PostGrid give you access to more accurate offline marketing KPIs. Furthermore, it bridges the gap between online and offline marketing strategies.

In the past, you could only measure your offline marketing response rate. But with an advanced solution like PostGrid, you can combine offline and online marketing efforts. In other words, you can get valuable insights and behavioural data from your customers even with offline marketing.

How To Track Your Campaigns Using Offline Marketing KPIs?

Tracking offline marketing campaigns is significantly more complex than tracking online marketing campaigns. No magic tool like Google Analytics can observe the behaviour and analyse the offline marketing KPIs.

However, there are some great ways you can track your business’s offline marketing campaigns. Here are some methods to track your marketing efforts with offline marketing KPIs.

1. Attribution Software

The most convenient way to track your offline marketing activities is to use an attribution tool. There are several attribution software available in the market that you can employ for your business. When choosing an attribution software for your business, make sure that

It can automatically track new leads
It can follow the customer journey
Attribute your revenue accurately

These offline marketing KPIs can be accurately analysed when connecting your offline marketing channels to your website. Some of the popular offline marketing channels that can work well with attribution software include the following:

TV
Print media such as direct mail
Radio
Sales calls

If you are using multiple offline channels, it is best to consider an attribution software that can analyse various offline marketing KPIs. You can use the same attribution software to analyse numerous offline channels you use for marketing.

2. Custom Landing Pages

Custom landing pages have the potential to be excellent offline marketing KPIs. Tracking a custom landing page you created for your business is one of the easiest ways for you to track an offline marketing campaign.

You can use your existing analytic tools for getting detailed insights into your marketing campaigns. Of course, you would first have to bring the target audience to the custom landing page from the offline marketing channel.

Building a custom landing page for your offline marketing ensures that the traffic is solely from that channel. Hence, the insights you obtain from a custom landing page offer quality offline marketing KPIs for your business. Here are some quick and practical tips for your custom landing page:

Use short and memorable URLs and PURLs
Use QR Codes for easy access to the landing page
Keep your URL branded and avoid short links whenever possible

3. Custom Or Toll-Free Phone Numbers

Custom phone numbers or toll-free numbers are one of the oldest ways of measuring the effectiveness of an offline marketing campaign. The idea of using custom phone numbers as offline marketing KPIs is simple.

You can provide a custom phone number in your offline marketing material, such as direct mail and flyers. By closely monitoring the calls to this custom number, you can get a clear picture of your offline marketing response rate.

Read more about tracking direct mail campaigns on our blog, “How to Track Direct Mail: Tracking Methods and Analytics.”

Using a CUSTOM number is vital because you may mix up organic and generated leads using a standard number. You can utilise attribution software to keep track of calls and measure offline marketing KPIs as we mentioned before.

4. Discount Codes

Discount codes are perhaps one of the most effective ways to get a response from the target audience. But, if you think discount codes are only helpful in boosting the response rate of your offline marketing campaign, you should think again.

Discount codes are perfect for tracking offline marketing KPIs. You can create unique discount codes for each marketing campaign. That way, you can quickly identify which campaign the customer is responding to.

However, there is a catch. Discount codes often get passed around a lot, and hence there is no telling which of your leads saw the original ad. So if you are looking for super-accurate offline marketing KPIs, discount codes might not be the best option.

5. Use Advanced Offline Marketing Tools

Another excellent way for businesses to access high-quality offline marketing KPIs is to use advanced offline marketing tools like PostGrid. With an advanced direct mail automation tool like PostGrid, you get the advantages of online and offline marketing tools. Offline marketing tools like PostGrid enable you to:

Personalise, print, and deliver marketing materials like postcards, letters, flyers, etc.
Fully automate the direct mail process and avoid manual errors.
Better measure your offline marketing KPIs with advanced insight and tracking features.

Apart from fully automating your direct mail process, PostGrid enables you to access detailed direct mail insights and tracking details. You can use PostGrid’s dashboard to get the details of all your mailing, including bulk ones.

Furthermore, tools like PostGrid can easily integrate with your CRM and analytics software to provide you with invaluable insights. Hence, keeping track of your offline marketing KPIs becomes significantly more manageable with the help of tools like PostGrid. Here is

Conclusion

Tracking offline marketing KPIs is much more complicated than tracking the KPIs of online marketing campaigns. There is no quick fix that can help you track your offline marketing campaigns. However, you can get a holistic view of offline marketing efforts with the right set of tools and proper analysis.

Businesses must adopt new and advanced offline marketing tools like PostGrid to optimise their marketing efforts. Tools like PostGrid provide valuable insight and tracking capability that help you measure the effectiveness of your direct mail campaigns.

You can even connect PostGrid with your CRM and analytics software. As a result, you can make offline channels like direct mail a part of your multi-channel marketing campaigns. You can print QR codes and PURLs to guide your target audience from direct mail to your website, landing page, or mobile app.

The possibilities are endless when you use an advanced tool like PostGrid, and analysing offline marketing KPIs is just a part. Similarly, you can use other advanced solutions like attribution software to analyse your offline marketing efforts better and optimise them.