Test for Success with Direct Mail Marketing
Testing can help you put the stamp of success on your next mail campaign. Following are some of the most common questions from small and mid-sized businesses, organizations and nonprofits about testing mail campaigns.
Why test direct mail?
The short answer is because you can. With other media such as outdoor or radio, you often have to dive right in. But with direct mail, it’s relatively easy – and potentially cost savvy – to dip your toe in the water before fully committing yourself.
What should I test?
Many marketers test their mailing lists to see which one is most effective in gaining responses. Another popular test subject is the offer. Which works best, a dollars-off offer or a percentage discount or a free trial? You also can use testing to evaluate headlines calls-to-action, formats and campaign timing.
How do I test a mail campaign?
Perhaps the easiest way is to create “test cells” to compare key variables of your campaign. You might, for example, divide your mailing list into four parts and send Offer A to 25%, Offer B to 25% and so on. Just be sure the sample size is large enough to provide “statistical significance” – meaning that the results from the test are likely to be replicated when you mail again to the rest of the audience.
When do I test?
If planning a big campaign, it can make sense – and save dollars – to pre-test on a smaller scale prior to the launch.
Another less formal way to benefit from testing is to track your results on a continuous basis, adjusting as you go. If last year’s campaign drew a great response from a free trial offer whereas this year’s effort featuring a percentage discount gained fewer responses, consider repeating or refining the free trial offer in your upcoming campaign.
Need help? Put our direct mail expertise to the test; contact Allegra today.