A/B testing (AKA split testing) is how marketing experts find out which mailpiece design or message gets the best response. Once you have this information, you can stop wasting money on low percentage mailings, and maximize your return on investment. Here’s how it works.
Create your A/B versions. Say, for example, you want to mail a flyer announcing a new product or service your business is offering, but you’re not sure whether it should be a hard sell, price-driven message or a softer, corporate image piece. So you build one of each kind, mail them out, and count the responses.
Test only one thing at a time. There are so many variables that can be tested, including layout, choice of images, colors, typefaces, message tone or content. But if you include multiple variations, you’ll never know which one made the difference.
For example, you might create A/B postcards that have identical design and content except for the headline: one says “BOYS’ COATS 25% OFF” and the other “BOYS’ WARM & COZY COATS 25% OFF”. (Macy’s actually ran this test some years ago and the second version pulled 40% more response. See, even a word or two can make or break your campaign.)
Integrate reply options with different channels. Giving customers more than one way to get in touch with you not only makes it easier for them to do so (in other words, more responses!), it can also provide valuable information about which method they prefer. For example, you might include a mail response vehicle such as a double postcard or postage paid business reply, and also offer an email or website address for customers who would rather go digital.
Track results. Without a tracking system in place, there will be no way to know which mailpiece performed better. For paper response vehicles such as coupons and order forms, simply put A and B code numbers in one corner. Similarly, for online responders, use different coupon codes or email addresses. If your mailer includes more than one reply channel, tracking will tell you which got the most responders.
Keep costs in line with Click2Mail. So now you’re thinking, “There’s no way I can afford to mail out twice as many pieces just to do a test.” At Click2Mail you don’t have to. Remember, there’s no minimum order here. So take advantage of our short press runs to print and mail only what you need on any given day.
In reality, you have nothing to lose and much to gain by A/B split testing. If you need help setting up your versions, just give us a call and we’ll stay with you every step of the way.
