When you’ve invested time and money into marketing tools to help you sell more printing, you want to know if they’re working.

You might feel unsure about whether your emails are bringing in customers or if your SEO efforts are actually boosting website traffic. Without knowing a clear way to track your results, it’s easy to feel stuck or frustrated.

Here’s the good news: tracking the right metrics doesn’t have to be complicated.

By focusing on just a few key numbers, you can connect the dots between your marketing efforts and the results you care about most—selling more printing. Below are the essential metrics you should be tracking and how to use this information to make smarter decisions.

Why You Need to Track Metrics

It’s tempting to judge a marketing tool—like email marketing or SEO—based only on how many new orders you get right away. But marketing isn’t always an instant-results game. It’s a system where every part plays a role. Think of it like a puzzle: each piece (emails, SEO, your website) works together to create a full picture of your success.

By tracking metrics, you can:

• See what’s working and what needs improvement.
• Understand how tools like SEO and email marketing work together.
• Make informed decisions to get better results.
• Show your print buyers how your marketing efforts are driving success.

Now, let’s break down the most important metrics to monitor.

Metrics Every Printer Should Track

1. Email Campaign Performance

Email marketing is a proven way to stay connected with clients and keep your print shop top of mind. But how do you know if your emails are hitting the mark? Here are the key numbers to watch:

• Open Rates: This tells you how many potential print buyers are opening your emails. If your rate is low, you can begin looking at other things, such as your email content, the health of your list, your subject lines, etc.
• Click-Through Rates (CTR): This shows how many people are clicking the links in your emails. A strong CTR means your message is resonating with your audience.
• Follow-Up Opportunities: Use the data to identify who clicked but didn’t order. A quick follow-up email or call can turn those clicks into sales.

How it fits into the puzzle:
Emails are often the first step in the journey. They drive people to your website, where the next step happens.

2. Website Analytics and SEO

Your website is your digital storefront, and SEO helps bring customers to your door. Tracking how visitors interact with your site gives you valuable insights into what’s working. Focus on:

• Organic Traffic: A growing number of visitors from search engines means your SEO efforts are paying off.
• Bounce Rates: A high bounce rate could mean visitors aren’t finding what they need. This might be a sign to improve your content or layout.
• Campaign Impact: Keep an eye on traffic during email campaigns. If traffic spikes after an email goes out, it’s a clear sign your emails are driving interest.

How it fits into the puzzle:
SEO attracts visitors to your website, and email campaigns can amplify that effect. Together, they create more opportunities for conversions.

3. Website Engagement Metrics (With Advanced SEO or Google Analytics)

Tracking website engagement metrics requires either an Advanced SEO service, like the one we offer, or monitoring your Google Analytics account directly. These tools provide deeper insights into how visitors interact with your website. Here’s what to look for:

• Page Views Per Session: This shows whether visitors are exploring multiple areas of your site. A higher number often indicates strong interest in your offerings.
• Time Spent on Key Pages: If visitors are staying on pages like your product listings or pricing page, they’re likely considering an order.
• Traffic Patterns: Look for trends in what pages visitors land on and where they navigate next. This data can help you optimize the flow of your website.

How it fits into the puzzle:
Advanced SEO tools or Google Analytics can show you how well your site supports potential customers, so you can fine-tune it for better conversions.

Connecting the Dots

It’s easy to assume a single tool isn’t working if orders don’t roll in immediately. But marketing is a team effort.

If your SEO is driving traffic but visitors aren’t ordering, the issue might be with your website’s usability. If your emails are getting clicks but no conversions, it could be time to rework your call to action.

What this means for you:

• Look to understand the full picture, not just a piece of the puzzle.
• Use your metrics to identify where changes are needed.
• Remember that marketing success takes time and consistent effort.

By viewing your metrics as a whole, you can make smarter decisions to refine your approach.

Consistency Wins the Day

Success in marketing doesn’t happen overnight. It’s built on steady, consistent efforts and a willingness to learn from your data. Every email sent, every SEO adjustment, and every tweak to your website gets you closer to the results you’re aiming for.

At Marketing Ideas for Printers, we’ve been helping printers sell more printing for over 30 years. If you want to understand how your marketing is working—or find ways to improve—contact us today. We’ll help you turn your marketing into a system that works smarter for your business.