Measuring the Success of an Omnichannel Direct Response Marketing Campaign

It’s time to look back at our top blog posts of the year!
Below is number 2.

 

Today’s multi-channel—and omnichannel—direct response marketing campaigns pack some serious punch. Reaching customers from every angle and providing multiple ways to reply, respond and convert, they also strive to deliver a seamless experience across every touch point. That’s a whole lot of moving parts!

If this sounds like the beginning of a “How will I measure this?” nightmare, pinch yourself gently and read on…we’ll break this down for you.

The Modern Direct Response Marketing Campaign
Marketers are increasingly using multiple channels to drive awareness and response. According to the DMA Response Rate 2016 study, 52% of respondents use three or more channels (versus 44% in 2015) and email, with social media, and direct mail being the media types most likely to see simultaneous use.

And what’s more, retail marketers, in particular, are also taking an omnichannel approach to be sure customers experience smooth-sailing (and zero friction) across all their sales interactions with a brand. Giving your customers points of engagement with your brand across media helps provide them with a unified shopping experience. And direct response marketing initiatives that prioritize cross-channel messaging consistency is an important piece of the omnichannel strategy.

Interesting, and good to know. Plus, the trend syncs up with our experience as a marketing agency with roots in traditional media.

Multi-channel and Omnichannel Marketing In Action
We’re going to demonstrate this approach through the eyes of David, a marketer from an office supply retailer.

David’s store is about to launch a new on-demand printing service. They want to attract local small businesses that need custom printing for anything from customer-facing forms and brochures to internal training manuals and bound booklets. They hope that offering 15% off a customer’s first order will entice businesses to give their services a try.

Here’s an overview of David’s direct response marketing plan:

  • Direct Mail – Send a postcard to existing business customers and area prospects announcing the new service and the 15% offer. Their call-to-action (CTA) is “Bring in this postcard for 15% off your first print services order.”
  • Email – Send an email to existing business customers and area prospects promoting the new service and the 15% offer. The CTA is “Print out this coupon (a link opens a URL containing a ready-to-print coupon) and bring it into the store for 15% off your first print services order.” Recipients can also click on a link taking them to a dedicated landing page on the company’s website containing more information and another opportunity to download a 15% off coupon.
  • Social Media – Post the announcement and offer on the business’s Facebook page. The CTA is “Visit our website to download a coupon for 15% off your first print services order.” Page followers who click on the link are taken to the dedicated landing page containing more information and opportunity to download a 15% off coupon.
  • Paid Search – Google AdWords campaign uses relevant, targeted local keywords to drive search traffic to a dedicated landing page on the company’s website. Here, they can get more information and have the opportunity (via on-page CTA) download a 15% off coupon.
  • Organic Search – Website visitors who visit the company’s website directly or who perform a keyword search and find the company’s print services web page (distinct from the dedicated landing pages used for the other channels) will have the opportunity (via on-page CTA) to download a 15% off coupon.
  • On-Site Marketing – Posters are hung in the business’s front windows and in key locations around the store’s interior to attract foot traffic and promote interest in the new print service and offer. The CTA is “Try our new print services today and get 15% off your first order.”

As you can see, David is casting a really wide net, leveraging both traditional and digital media to share the great news and make the great offer. Whether a customer is checking the postal mail, catching up on email, visiting David’s website, doing print-related web searches, browsing their Facebook feed, or walking in or around David’s store, they’re likely going stumble across David’s print services and 15% off offer somewhere. That’s the idea!

David’s challenge is to carefully monitor his campaign activity and determine where his print services sales are coming from. When a customer comes into the store and wants to redeem the 15% off offer they heard about, David needs to know what (exactly) inspired action. In other words, to which marketing channel can he attribute the conversion?

Tips to Measure Campaign Success Across Multiple Channels
Here are some best practices we have found to accurately track campaign results and optimize campaign performance. We’ll apply them to David’s campaign:

Benchmark and define goals for each channel. In other words, set expectations and prepare to compare apples to apples. Based on past experience with business customer campaigns, David expects direct mail to outperform social. And he expects 5% of his customers and 3% of his prospects to redeem their 15% postcard offer. Using this process for each marketing channel, he’ll have hard numbers to turn to when it comes time to start measuring.

Use a tracking mechanism for every channel and put a system in place to track activity. David considers every activity he needs to track for each channel and decides how he wants to track it. For example, there’s the…

  • Customer postcard coupon redemption (unique bar code printed on card)
  • Prospect postcard coupon redemption (unique bar code printed on card)
  • Customer Email opens (he uses his email client to track open rate)
  • Customer Email coupon page view (he uses his website analytics to track views)
  • Customer Email coupon redemption (unique code printed on coupon)
  • Facebook post impressions (he uses his Facebook page administrator tools to track engagement)
  • Facebook-generated landing page views (he uses his website analytics to track views)
  • Facebook-generated coupon page views (he uses his website analytics to track views)
  • Facebook-generated coupon redemption (unique code printed on coupon)

As you can see, there’s a lot to track—and this list is far from exhaustive. But using a combination of analytics tools and tracking mechanisms, David is able to monitor customer activity and engagement with all of his communications. He’ll start seeing trends and drawing conclusions based on customer redemption behavior. And, hopefully, he’ll see sales rise as a result of the new service and marketing push.

Prepare a KPIs spreadsheet to share results with stakeholders.
David will have to share his results with the team—his salespeople, bosses, etc. While he may wrangle with a series of reports from his various analytics tools (e.g. Google Analytics, AdWords, email client, Facebook, etc.), he should create an easy-to-read summary that highlights the key performance indicators. These might include Sales Revenue, Conversion Rates, and Cost per Lead. They’ll derive from what he established when he set goals and benchmarks.

Here’s the fun part: David’s team is developing a phase II for their print services. Customers will soon have the option to submit a print order online—they’ll upload their files and provide the necessary specs, enter payment information, request a pick-up or shipping date, and voila! Using the insights gathered from the Phase I campaign we talked about here, David will be able to develop an even more effective campaign for Phase II.

He will assess his success with the multiple marketing channels he used and determine what worked best and what could work better. He’ll fine-tune his approach to yield a better response. Since the phase II service is web-based, maybe he’ll emphasize digital channels—send a few emails to his customers and prospects or increase his AdWords spend. In any case, he’s got the data he needs to move forward with his very best efforts.

For more insights into running a multi-channel, omnichannel marketing campaign, contact us.

Originally posted on April 18, 2017