A/B testing is an essential part of understanding your customers and making the most of your direct mail campaign.
If you aren’t A/B testing your direct mail marketing campaign, then the bottom line is that you’re taking a lot of unnecessary risks on a campaign that has never been proven to work. A/B testing is the best way to ensure that every dollar you are spending in your campaign is going towards a strategy that works, and you can learn about all of the other benefits of A/B testing when you check out our last blog. But, not all A/B tests are the same, and that’s why your friends at Worcester Envelope Company have come up with this list of tips for effectively A/B testing your direct mail campaign:
#1. Determine a metric for measuring success.
When testing two different mailers, how will you ever be able to tell which one is more successful than the other if you don’t know what you’re measuring? In order to properly test your mailers, you must first have a metric for what success means to you. Is the success of your mailers based on how many people visit your website, take you up on your offer, open your mailers or some other metric? There are so many different ways you could measure success; you just have to determine which one works for you!
#2. Don’t attempt to test too many variables at a time.
A/B testing is not a good way to get quick answers, and that’s probably why so many companies make the mistake of rushing the process by testing multiple variables at once. But, if you try to test multiple variables at the same time, how will you ever know which variables actually affected the success of your mailers and which had no bearing? The whole point of A/B testing is to get a clear picture of what’s going on, and you can’t do that if you dilute your results by testing several variables at a time. When you test just one variable, you’ll be able to easily tell which option was more successful.
#3. Test every aspect of your mailers.
Many companies will test one big part of their direct mail campaign, like the offer itself, but they leave every other aspect of their campaign up to chance. If you’re going to A/B test your mailers, you may as well do your due diligence and test every aspect of your mailers. This way, you’ll know that every possible aspect of your mailers is optimized for the best possible results.
#4. Test, test and then test again.
The fact of the matter is that people change and grow, and while a mailer may have been perfect for a customer a year ago, their ever-evolving preferences may make a different offer or mailer more effective for them now. A/B testing isn’t a one-and-done kind of thing; it’s something that you should continuously do to ensure that your campaign is always as optimized as it could be.
Use the data from A/B testing to make the most out of your campaign with Worcester Envelope Company!
The data you get through A/B testing is invaluable to the success your campaign, and you can use it to optimize every aspect, including your envelopes. At Worcester Envelope Company, we’re proud to be your go-to source for custom business envelopes, and we utilize Flex8 printing to ensure that your mailers are sent out in only the most vivid and colorful direct mail envelopes. Best of all, our product quotes are absolutely free, so you have nothing to lose! Contact us today for your free product quote!