Direct Magazine online recently featured an article by
Stefan Pollard called "
Three Vital Elements of E-mail to Test".
In this article Stefan explains in simple terms how and why to test these elements of an email message:
1. Audience segmentation -- do A/B splits on variables such as customer vs. prospect; or what type of product purchased.
2. Subject line -- test brand-specific vs. action-oriented vs. benefit-driven subject lines.
3. Call to action -- test the action which you want reader to take; the words you use to describe the action; the way the call to action looks (fonts, image, location)
I'll add two more key elements where testing has improved the results from email marketing campaigns for clients of Hippo Direct:
1. Transmission time -- can test both the time of day and day of week. Most marketers get the best response with either a 10 am or 11 am Eastern transmit time on Tuesday thru Thursday. But I know of technology-related marketers who get their best response with a 3 am Eastern transmit time; and marketers to Europe who email at 6 am Eastern time, which is 10 am London time.
2. Graphic images used in message -- can test messages with and without image. When photos of people are used, test pictures which feature various combinations of age, gender and ethnicity. In many cases, the choice of photo is made by a designer at an advertising agency. The smart marketer will always test various photos to determine which one is best for their target audience.
The Gilbert Direct Marketing Blog featured a recent guest post from Marjorie Bicknell reminding us why the classic #10 letter package can produce better results than self-mailers such as postcards and flyers.
Marjorie's 6 reasons for choosing a letter package:
1. A letter in an envelope is "real" mail.
2. A letter is still the most effect tool a direct marketer has.
3. A letter package offers privacy.
4. A letter package gives you room to tell your story.
5. A letter package is more personal.
6. A letter package can be more economical than a self-mailer - and provide a higher ROI.
I'll add 4 more reasons why "letter inside envelope" direct mail packages can generate more sustained response than self-mailers:
1. Can include premiums such as bookmarks or imprinted magnets.
2. Can use a "buckslip" to highlight the main element of your offer.
3. Can include your business card as part of the mailing.
4. Can include coupons to stimulate immediate purchases.