Direct Mail 101 – Testing
Ways to Improve Your Campaign
First Move can help you set up your campaign using testing. Things you might consider doing:
Change the creative. Some people like red, others prefer blue, and some like purple. Find the correct image, colour or style of artwork that has the most appeal to your audience simply by mixing it up. Who knows? They might even prefer green.
Trial different subjects. We all react differently to how we’re addressed, so experiment with messaging on the outer of your direct mail, vary your headlines and you could see an immediate result.
Try different calls to action. It might seem simple, but prompting your audience to act can vary. Try different offers and use alternate coupon codes and measure the success of the campaign in realtime.
A recent example of the success of A/B testing is with one of our clients. They employed two packs—one a plain envelope and another that said, “Important ********* information enclosed.” The result? Those that had the printed message responded at double the rate than those that didn’t – the contents of the pack were identical.
You see, A/B testing is the process that allows you to fine-tune which is the most effective way of communicating. We have documented in Direct Mail 101 all the steps and facets you can consider to improve results.
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Contact us on 01494 539300 or fill in our online contact form to discuss your next direct mail campaign.