Variable Data Testing
With Variable Data Testing you can provide the same offer but with a different message for a higher response rate
There are many ways to to communicate the same message, but say it differently. Variable data testing allows you to reserve a sample of your database and use triggers to contact them using different terminology or another offer and test which generates the best response or return on investment (not necessarily the same thing).
For example, your client might have bought a particular product that you hope they continue to buy more of, but if it’s the same proposition every time, it’s likely they will become fatigued and lose sight of the message. Why not offer them the same item but with half off the next time and as a 2-for-1 offer the time after that? While it’s effectively the same offer, they might respond to one approach better, meaning you can tailor their message in the future, meaning increased sales thanks to the power of direct mail.
To discover how to get great results with your Direct Mail campaigns using variable data testing please call us on 01494 539300 or fill in our online contact form.
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What Are the Patterns of Behaviour When It Comes to Direct Mail?
