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The #1 Secret to Direct Response Success
[that so many companies completely ignore!]I’ve found that the most successful direct mail marketers are constantly testing various offers, lists, and tactics.
In a past blog, I discussed why I encourage my clients to consider direct mail as an integral component of their marketing programs. These clients are often surprised when I tell them how a seemingly old-school approach can get a great response in our digital world.
As a seasoned nutritional supplement copywriter, my goal is to deliver the most compelling creative campaign possible for my clients. I do whatever I can to create create compelling, targeted copy that will get the sale. However, I always offer this caveat:
You must test, test, and test some more!
Testing is the best way to make sure you are sending the strongest package possible. I always suggest clients do an A/B split of their direct response promotions. A/B testing is basically sending one variation to group A and a second mailing to group B to see which version performs better. Then, you evaluate the difference in response rate, order amount, or other parameters.
Makes sense, right? Yet I’m shocked at the amount of alternative health and supplement companies that put thousands of dollars into a direct response campaign but then drop the ball when it comes to testing.
Don’t leave customer intel on the table!
Testing is a huge advantage that direct-mail marketers have over general advertisers. I know of one health supplement client who tested an alternate design option that bumped up the call to action on a postcard. He was stunned when this small tweak led to a 47 percent higher response rate, based on personalized URL data.
Simply put, if you aren’t testing and analyzing your results, you are missing out on a whole lot of crucial customer intel. Plus, it’s a surefire way to avoid making the same mistakes and lowering ROI.
And if you have a direct response letter that’s already performing well, test regularly with the goal of finding new ways to make it perform even better!
5 simple tests for your next direct response campaign
01.Headlines:
Your headline is the first thing your audience sees. And it can make the difference between whether they click to read further, or hit that “delete” button. So it makes perfect sense to test 2, or even 3 headlines to increase your chances of hitting a home run.
For example, one of my nutritional supplement clients normally asks me to create at least five different headlines for his product campaigns. He tests at least three of them. And I can’t begin to tell you how many times the headline we thought would be the winner often came in second—if not last—place!
Different offers:
The copywriting and design could be perfect, but if the offer is not compelling, your chances of success are next to nil. I suggest sending each segment of your audience a different offer to see what resonates. You’ll be surprised by how impactful subtle variations can be. For instance, free shipping versus express shipping. Or perhaps it’s a percentage-based discount versus a dollar-based discount. Still other customers may respond better to bulk pricing, premiums or BOGO offers.
Visual Tweaks:
You may be set on your product’s benefits, call-to-action and offer, but how is the concept graphically presented? For instance, you can try two different covers for your magalog or two different teasers on the envelope of the letter package. You may be surprised how different your responses can be with a visual tweak.
Mailing list maneuvering:
Chances are there are plenty of targeted mailing lists that are suitable for your product. But don’t get stuck in a rut and mail to the same list for all of your acquisition pieces. Consider testing with two different lists and see which one pulls the best with your package. Discuss the possibilities you’re your list broker.
Test a premium:
You want to do everything you can to seal the deal: and that includes giving them a deep product discount, a free gift that relates to the product or additional bottles if they place a multi-month order to name just a few.
My final advice
Remember to test just one variable at a time, otherwise it will be challenging to figure out what variable is responsible for the lift in response. For easy tracking, you’ll want to include a key code on the reply element and this same coding can be included for telephone responses.
I’ve found that the most successful direct mail marketers are constantly testing various offers, lists, and tactics.
In a future blog, I’ll discuss why split testing is also crucial for email campaigns (hello, subject lines!) landing pages, and more. Stay tuned…
With over 25 years’ experience as a nutritional supplement copywriter, I know the devil is in the details. When you hire Doyle Direct, you’re getting a team of expert alternative health copywriters, graphic designers, and marketers who can deliver a direct mail campaign that sells. Interested? Drop me a line at Donna@CopyByDoyle.com, and I’ll explain how we can help.