What is A/B testing?
Before we go into the many ways that A/B testing can benefit your direct mail campaign, it’s important that you understand what A/B testing is! A/B testing, also called split testing in some circles, is essentially comparing two different variations of the same thing to determine which is most effective. A/B testing can be done on more subtle variants, like the shade of red you used for your mailers, or on broader variants, like your call to action or even your offer.
If you’re not A/B testing your direct mail campaign, it’s time to start.
The success of your direct mail campaign depends on many factors, which might include the style of your mailers, the quality of your offers, the quality of your mailing list and many more. But, all of these factors boil down to one thing, and that’s data. Using data to determine every aspect of your direct mail marketing campaign will help to ensure that you’re spending every penny as effectively as you possibly can be, and the best way to get the data you need is through A/B testing. Keep reading to learn about the many benefits that come from A/B testing your direct mail campaign:
#1. Provide more value to your customers.
It’s a competitive market out there, and if you want your clients to choose your business over your competitors, then you have to give them a reason to do so. The best way to establish loyalty with your customers is to provide them value, and A/B testing can help you do just that! For your next campaign, try sending out the same exact mailers with two different offers. The offers that get the most responses are the offers that help to meet the most needs and provide the most value to your customers.
#2. Find the right offers for the right customers.
If your business is like most, then there’s a good chance that you serve a wide range of individuals. So, an offer that perfectly suits some individuals may not suit them all. Not only can A/B testing help you learn which offers are best on a broad scale, but it will also help you learn more about specific customer groups. Test out different offers or different mailer designs on different age groups, gender groups, socio-economic groups, etc. The more you know about certain groups, the better you’ll be able to target your mailers to their needs.
#3. Take the guesswork out of your campaign.
Before you really know what works and what doesn’t, a lot of guesswork goes into the process of designing marketing mailers. You can, of course, make more educated guesses based on the psychology of color and a general knowledge of what to include on a mailer, but you’ll never really know if what you’re doing is working or if something could be working better until you actually test it out.
#4. Make the most out of your investment.
One of the biggest benefits of A/B testing is that it provides you with the biggest bang for your buck in your direct mail marketing campaign. Once you have information about what works most effectively for your customers, as well as what doesn’t work for them, you can take steps to ensure that every dollar you are spending goes towards a strategy that has been proven to work. If you’re not A/B testing your campaign, there’s a risk that you’re sinking your money into a strategy that just doesn’t work, and that’s something no business owner wants.
#5. Get a higher return on your investment!
Every business owner ever to invest in direct mail marketing does so for one very important reason — they expect to see a return on their investment! At the end of the day, the return on your investment in direct mail is the most important part, and as such, it’s important to take all necessary steps to ensure that you are getting the most out of your investment. That means that you need to start A/B testing your mailers!
Turn to Worcester Envelope Company for the best direct mail solutions.
Understanding what works and what doesn’t work through A/B testing is important for the success of your campaign. But, having the data you need is just the first step in the process; you also have to be able to use that data to take your direct mail campaign to the next level, and that’s where we come in. As your premier source for direct mail envelopes, we can help you design the perfect envelopes for your audience, and we use Flex8 printing to ensure that you get the stunning, vivid colors you envision.
Don’t risk wasting your marketing dollars by failing to A/B test your campaign, and don’t trust any company but the best for your direct mail envelopes. Contact us at Worcester Envelope Company today to get your free product quote, and stay tuned for our next blog to learn expert tips for A/B testing your campaign.