Tracking Effectiveness Offline
How can you track the effectiveness of driving sales from your email marketing campaign if you don’t have an online store?
One way is with a printable coupon.
A local running specialty shop has added an incentive for their subscribers to stop in and purchase a new pair of shoes. A coupon for 10% off. With running shoes ranging in price from $80 - $120, it is a significant enough discount to help drive traffic to the physical store.
An idea to grab the attention of subscribers who are only scanning the message would be to add a visual queue like a dotted line or dashed border to signify that it is a coupon. Otherwise, it might be easy to miss.
I’m sure this local shop will never have a huge marketing budget or an online store, but their foray into the email marketing world is admirable. And this strategy should help them grow their business.
Competition in the specialty running space is tough in this town. There is the old favorite and this new store. The old favorite also has an email marketing campaign that consists of mainly event reminders.
Saving 10% on a pair of shoes with an email coupon will take some business from the old favorite and it’s an awesome way to track the effectiveness of their small, local email campaign.
Posted by MindComet on Jul. 13, 2007