Message & Media: 19 Creative Tests to Schedule Right NOW!
5. Button vs. Hyperlink: Test a hyperlink vs. button for your call to action.
6. Button Color: While you may think red or orange is best, test button colors to find out which gets the most clicks. It may not be what you think!
7. Call to Action: Test button, link and ink-on-paper call to action (CTA) copy. Every word counts. You may be surprised at the difference in response generated by words like "try" vs. "buy" and "read" vs. "learn."
8. Response Options: Test how you promote your phone number, URL and retail locations. This includes placement of the information, and test using words and numbers only vs. words and numbers with icons.
9. Long Copy vs. Short Copy: The length of effective copy depends on your business objective, audience, offer and many other variables. While digital scanners typically prefer content that's short and easy to scan, test to make sure this holds for your audience. The same holds true for direct mail.
10. 'From' Line: An A/B split test will tell you whether it's more effective to send your email from a person in your organization or from your company directly. When it comes to direct mail, you will want to test who signs the letter. The person's title may be more important than his or her name. It depends.
11. Personalization: An email client recently reported getting a 3 percent to 4 percent lift from starting a subject line with the recipient's first name. Test to see how this applies to your situation. Plus, thanks to variable data printing (VDP), it's now faster, easier and more cost-efficient to truly personalize direct mail with relevant data—both with words and images!
12. Format: Direct mail marketers know the value of testing formats—solo, self-mailer, postcard, oversized, etc. Email marketers can also test the look of their electronic messages including e-letters, e-newsletters and e-postcards.