How can you use marketing and advertising to its fullest…?

when you think testing is for the birds.

One of the reasons direct marketing is such a robust marketing medium is that it gives you the ability to test and adjust increasing your return on investment. While there is a lot of creativity that goes into writing and designing mail, testing should be a careful and disciplined process.

Here are a few ideas to assure that you are testing properly and reaping the rewards of more effective and efficient direct and digital marketing.

Always be testing.

Every time you are in the throes of a digital and direct marketing campaign, you should have in mind something that you want to learn. Whether it’s testing a new list, trying a variation on an offer, a landing page with new designs and colors, you need to decide what each deployment will teach you about your customers.

Your digital and direct advertising is a laboratory for business insights.

Here’s a few ideas that should make you stop, think and learn.

Digital and direct marketing design conveys marketing messages before the intended recipients are conscious of reading even one word.

While thinking about customer benefits, let the graphics add its muscle, lead their eye into the benefits and the call to action.

The secret is in graphics that pull the reader in and make it easy – easy to see “what’s in it for me?,” easy to read, easy to respond.

Liven up your constructed marketing language.

Variety, surprise and a certain element of entertainment, seduce the recipient. That doesn’t mean “X rated – it’s using design creatively to make the selling sing.

If your content does not make many people sing, using good testing, these debates can be resolved by simply looking at the numbers. This is your customers’ way of telling you what they like and what they respond to. What they think about your digital and direct marketing is always more important than what you think.

Keep your thinking cap on means, test one item at a time. It may be tempting to test a variety of things in every campaign, but hold back and just try one.

Why only one you may ask? More than one, makes it impossible to know what element is responsible for changing your results. If you use a new delivery channel at the same time you’re trying out a new list, which change will affect your results?

By testing only one change per mailing, you can immediately see what causes your positive or negative results.

Try a too-for, or test against your “control.”

Your control is the digital and direct marketing message that has proven  to be a winner. Once you have a winner, you can test a new digital or direct marketing message, or the communication channel used against it.

This works like a contest, with the old and new competing against each other. If your control wins, you know you should continue using it. If the new piece wins, you know you might have a new control and should consider testing the new piece instead.

 Summary

As you have already surmised, this is a testing discussion that may never end. Use your results to make decisions. There will always be a difference of opinion on creative issues such as how your message is laid out or look like, how long your copy should be, or whether it’s better to use one communication channel to a segment.

With good testing, these debates can be resolved by simply looking at the numbers. This is your customers’ way of telling you what they like and what they respond to. Remember, “what they think about your digital and direct marketing is always more important than what you think.”

How can we help you?

Download a FREE copy of Direct Marketing Success. It’s a Direct Marketing four-page bulletin, on the latest in marketing for a small biz. If you register with your company name and email you’ll receive a new bulletin of Direct Marketing Success every three months. Additionally, with your subscription you are entitled to ask us any questions you may have on our small biz marketing, and receive a copy of our Direct-2-Customer Infographic.

The articles in each issue of Direct Marketing Success are ready to help you acquire new customers, and get your existing customers to buy more. So, get your copy today, click here.

Thanks for reading. Any questions please post them below.

Sign up for more #SmallBiz Success to receive our monthly email newsletter now!

Marketing eValuations – Coaching – Direct2Customer, a Small Business Marketing Model – Marketing Solutions. It’s what I do.

  Evaluate – The easiest path for better marketing and advertising.

The BEST for your DIRECT MARKETING SUCCESS!!!

Mike Deuerling
aka: MarketingDoc

800.251.3608 / MD@DMCM.net

    

Our data policy: Short meaning. Any data shared with us, stays with us. Complete Privacy Statementclick-free-zone

Deposit Photos: ©

© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling.

NewLogonbsp;

It’s All About Copywriting Attracting Customers

About MarketingDoc 369 Articles
30+ years in marketing. 30+ years as a small business owner. Love music, photography, gardening and just about anything outdoors!

Be the first to comment

Leave a Reply

Your email address will not be published.


*


This blog is kept spam free by WP-SpamFree.