Local Marketing: Improve the ROI of Your Direct Marketing

[boxacak129]

Today, tracking performance at a national and local level can be difficult when your business has many points of sale. However, it is essential to set up this tracking since it allows you to optimize the ROI of your local marketing campaigns and this on several levers. In this article, we will talk about 3 direct marketing channels such as SMS, email and printed media. We give you the best practices and key indicators to follow to improve the performance of your levers and we explain how to transform your calls into key indicators thanks to Call Tracking.



1. What are the best practices to know?
2. How to measure and improve the ROI of these channels?
3. What are the benefits of Call Tracking?
Conclusion


Local Marketing: Improve the ROI of Your Direct Marketing

1. What are the best practices to know?
SMS and Email
Your emails and SMS are obviously levers to optimize. However, to buy hungary cell phone number list make your campaigns more effective, several practices are good to know:



Segment your bases to send the right message to the right person (active subscribers, passive contacts, inactive ones to reactivate, VIP customers, etc.)
Personalize the content according to the customer but also the establishment in order to create proximity. For example, you can use the person's first name in your message as opposed to "sir" or "madam".
A/B test to find the right tone, the right offer and the right time.
Use a clear call to action by setting an objective per campaign (sales, in-store traffic, filling out a form, etc.)


Screenshot_20230131_101058

Example of a personalized SMS



Print
When it comes to the print channel, it is essential today to have reasoned communication and above all to adapt the medium used to the objective. You must understand consumer trends and their behaviors in order to determine where, when and how your printed media work best. To do this, there are several tips to know:

Segment your customer base (male, female, zip code, date of last purchase)
Customize your media and print only the right quantity to avoid surpluses to improve your conversion rate
Mix print with other channels (SMS, social networks, etc.) to offer a global experience by combining print and digital.




Local Marketing: Improve the ROI of Your Direct Marketing

2. How to measure and improve the ROI of these channels?
SMS and Email
To optimize the performance of your emails and direct SMS and optimize your ROI, several indicators are to be known for each of the channels used. For SMS and email, the KPIs are the same:



Quality Level:

Deliverability rate (how many messages or emails were delivered to the recipient)
Unsubscribe rate
SPAM reporting rate


Performance level:

Open rate
Click-through rate
Conversion rate (for example, thanks to a promotional code)
Number of calls


Finally, you can insert a tracked number in the body of your message or display it on your website for all Internet users coming from the email sent. Don't hesitate to A/B test the content of your campaigns by using two types of messages with a tracked number per message, you will then know which of the two brought you the most calls.



call tracking operating diagram

How call tracking works

Print
To measure the ROI of your print campaigns, here are some ideas:



Use a landing page dedicated to your print campaign
Add a QR code to present in store to collect a gift or take advantage of an offer.
Conduct surveys such as “How did you hear about us?”


Insert a tracked phone number : the phone number is the first point of contact for making appointments, requesting quotes, etc. This allows you to refine the measurement of your ROI. In addition, the advantage of print is that the tracked number can be placed on any medium (a bread bag, a pen, a car, etc.). It is therefore essential to use Call Tracking for this channel since you will now be able to determine how many calls were generated via this medium and, above all, identify the number of callers who became customers.





Local Marketing: Improve the ROI of Your Direct Marketing

3. What are the benefits of Call Tracking?
Adding a tracked number directly into your direct marketing campaigns allows you to:

Have a vision of the origin of incoming calls depending on the campaign and/or the point of sale.
Streamline the customer journey : the lead does not need to look for your number, you communicate it to them directly.
Adapting to consumer behaviors that are increasingly moving towards the need for an immediate response, which a phone call allows.
Measure the impact of this communication medium in comparison to another.


4. Conclusion
Today, the challenge for you is to track this data at the scale of your network but also at the scale of each point of sale in order to adapt your strategy according to the channels that work best at the local level. The combination of the Digitaleo and Magnetis dashboards makes them complementary. Thanks to Digitaleo, you will be able to track the performance of your different campaigns, national and local, on a single platform. Magnetis, for its part, allows you to set up tracked numbers and access advanced statistics that will allow you to optimize the ROI of your campaigns.