How to improve your customers' tracking in a combined direct and email marketing strategy?
Of course, during our new COVID-shaped reality we marketers have started to search what works and what doesn’t to make our print and digital advertising work together even better. We know it's not enough to attract the target audience, you have to be able to close sales and retain those customers.
Further, shortly, I walk you through the whole process of customer tracking via offline and online combined together.
The tracking system helps you analyze your audience preferences and deliver product value in a data-driven approach. So use offline conversions tracking. Sometimes, an ad doesn't start directly from an online offer sent by email, but instead begins with a customer down a path that ultimately started with a sale in the offline world, such as your office or home delivery thank you letter.
Offline Conversions automate customer success and get how much of it can be attributed to your digital offers. You can measure the offline return on offers reaching people by their offline actions collecting CSV-file and visualizing their actions on the map and sending them digital ads on Facebook or Google Ads for example.
How to match offline and online metrics?
Coupons
By tracking the coupons, we can easily see how many online (or offline) sales were made using a given coupon code and tie the conversions to a given marketing channel.
Loyalty Cards
Loyalty cards are an even more powerful tool in the hands of marketers, as they tie together all the offline and online sales of a single customer. However, their use is limited to an existing customer base.
Postal codes
Marketers can track the delivery postal code and find associated transactions, we can use this data in various ways to measure the effectiveness of:
- Direct-mail campaigns or leaflet distribution in a given postal code area,
- Display and PPC online campaigns targeted at a given postal code.
Call tracking
If you are directing offline campaigns to your website that provides an answer to the offline lead generation. With this approach, you can measure the effectiveness of other campaigns while bringing the analytics of your marketing activities — all your marketing activities, online and offline — under one powerful umbrella.
In fact, if you`re scaling relationships between online and offline conversions we could serve your goals best. Utilizing ML and AI power takes your direct and email marketing strategy to new heights.
Recommendations:
Combine your expertise with our huge direct mail library to get a data-driven approach to a rapidly disseminating offline-online channels match.
Start building the long-term marketing strategy shifting customer tracking in online and offline conversions.