The most effective ways to test direct mail
Direct mail is a fundamental aspects of today's direct marketing tactics, and companies can accurately and effectively reach their targeted audience with the help of address verification software. But along with keeping mailing lists clean and updated, marketers should also constantly test and change direct mail campaigns to fit consumers' needs.
Trying new tactics and changing mailings can oftentimes engage recipients by responding to demand, therefore companies should constantly determine the best way to approach a new campaign. Here are four tips to test the waters with direct mail:
1. Devise a plan
Marketers should know why they need to test campaigns and what reaction they are looking for from consumers. Be aware of the most effective testing tools and how they are used, such as A/B mailing list options or design elements, and constantly build on ideas with the tools available.
2. Look for aspects to change
Creative solutions company Direct Creative divides direct mail testing into two categories: numbers and creative. The former refers to changing the message, such as adjusting pricing, promotional offer or the mailing schedule. The creative category refers to the mailer design, the content or type of mail being sent.
3. Make it unique
Each industry and business is unique in and of itself, and every company should express its individuality and how products or services stand out from competitors. Direct Creative suggests looking to surrounding ideas for inspiration, but building upon those ideas to stay true to the brand's unique message and marketing strategy.
4. Don't stop
Although Deliver Magazine says there is no perfect direct mail approach, continually refining and improving the process can help marketers better understand their market and consumer base.