Measuring the success of leaflet drop campaigns
Whether you’re a bricks and mortar business or are looking to capture digital activity, knowing how your campaign has been received is an important stage of the leafleting journey as it can help you measure the return on your investment. So, when it comes to measuring the impact of your leaflet distribution campaign there are several tools your business should be using to gain tailored market insights.
Measuring printed leaflet campaign results for brick and mortar stores
There’s a common perception that measuring the impact of a campaign used by brick-and-mortar stores is harder than an online retailer. However, tracking success can be done easily when following some simple tips:
Sign Up To ‘Google My Business’
Use Insight Data with Google My Business. This is an essential tool to help track interactions with your business once your leaflet campaign has launched. By logging into your Google My Business account, and accessing the ‘Insights’ section, you can scan through data that will highlight trends in online searches for your store, giving you a clearer breakdown on customer interests. If you haven’t already created a Google My Business account, you can sign up by clicking the link here.
Include Promotional Codes
Promotional codes and coupons are great as they offer a link between the leaflet distribution campaign, response rates and customer conversions. By including a tailored promotional code, coupon, or special offer within your leaflet, you’ll be able to pinpoint those who are responding to the campaign, further helping your business track the impact of the leaflet drop. You’ll be able to track this when promotional codes are used online, or when physical coupons attached to the leaflet are brought into store by consumers.
Track Your Telephone Calls
Similar to codes and coupons, attaching a campaign specific telephone number to the leaflet or door drop can help you track interest and impact. External companies such as Switchboard Free can support leafleting campaigns by creating unique campaign telephone numbers and monitoring the call responses and engagement.
Measuring printed leaflet campaign activity on your website
It’s obvious there are many benefits to advertising through a printed campaign, but how can your business measure its success through your website?
Similar to measuring campaign success for brick-and-mortar businesses, there are several ways to track a campaign’s impact through digital channels.
Create A Bespoke Landing Page
Creating a bespoke landing page for your campaign is a great way to capture information, data and to view activity on your website. Using a tailored landing page means the data captured is campaign specific helping you and your business measure the leaflet drop’s impact. Captured data from a landing page can be found and analysed through Google Analytics.
The Power of QR Codes
When it comes to advertising, QR codes play their part in bridging the gap between printed media and the digital world. When featured on a leaflet or direct mail campaign, a QR code can instantaneously move the consumer from the printed mail item to an online digital platform as soon as they scan the code. Recent data from JICMAIL shows an increase of 11% YoY in effective impressions and engagement, when QR codes are applied to leaflet or direct mail campaigns.
Use UTM Parameters On Your URLs
QR codes can also be paired with UTM parameters, which are a collection of tags you can include at the end of any website or landing page URL to track information. UTM parameters provide a series of analytics and insights to your campaign. One of the best URL builder websites, where you can tailor your UTM parameters is Google Analytics, and you can find more information on custom URLs here.
Include Promotional Codes
Many online retailers offer customers digital promotional and coupon codes, but when it comes to tracking the usage of these codes, how easy is it? E-commerce stores who use promotional codes can track them directly through their CMS, if they are using platforms such as Woocommerce or Shopify. Alternatively, Google Analytics can also track coupon code use through enhanced E-commerce tracking.