So you’ve started personalizing your direct mail campaigns. But how do you know if your efforts are paying off? That you’re using the right data points or sending the right offers to the right people? If your sales are going up, do you know if they are going up as much as they could be?
Take image personalization, for example. For some campaigns, swapping out demographic images might have little or no impact on results. If you are marketing automobiles, it may not matter whether you show a man or a woman behind the wheel. It might be more useful to pair an image of a minivan with recipients known to have children or to market hybrids to people in areas known for environmental sensitivity.
This is where the short-run capabilities of digital presses can really come in handy. If you are used to printing runs 10,000 at a time, why not print 1,000 pieces each time instead to test different elements of your message?
These are the kinds of questions you’ll want answers to:
- Does swapping out images based on gender increase the response rate? If so, by how much?
- How about ethnicity? Life stage? Geography?
- What if you change the background color or background images?
- What if you increase the discount by10%? How about 15%?
- At what point do the increased response rate and value per sale no longer justify the higher level of discount?
Always test within the same program rather than comparing to previous programs. Otherwise, there could be other variables (such as timing, economic conditions, seasonal variation, database shift) that impact the results, too. And test only one variable at a time. If you make more than one change, you might not be able to determine which one is responsible for the increased sales or other desired results.
Split testing, a.k.a. A/B testing, is a critical aspect of any marketing program. It’s a proven, scientific way to optimize your direct mail campaigns (not to mention your website, email campaigns and calls-to-action). So make it consistent. Make it strategic, and make it intentional.
Need help? Want more information? Graphic Village’s marketing experts are here to help. Call us when you’re ready to get started.