Message & Media: 19 Creative Tests to Schedule Right NOW!
13. Video: Thanks to image recognition technology, you can provide customers with access to videos directly from your ink-on-paper marketing messages, as well as email and online. Test using video for product demonstrations and comparisons, customer testimonials, personal "thank you" messages and more.
14. Offers: While "offers" technically may not qualify as an element of creative, how you communicate them through copy and design definitely does.
15. Images: Test the tactic of including images in email, Web and print messages vs. words and graphics only. Even more powerfully, test images of people or human elements (hands, eyes, even feet). People are drawn to images of people; nobody really cares about your corporate headquarters building.
16. 4-Color vs. 2-Color vs. Black and White: Space ads, direct mail, maybe even email—this is a creative test that can produce surprising results.
17. Openers: Denny Hatch reminds us the first 10 words are more important than the following 10,000. That's why it pays to test the opening sentence of a flagging control letter, email or space ad. You may not need to do a major rewrite or take a totally new approach. Simply try a new lede. Stuck for an idea? Take a look at these 48 letter and email openers.
18. Testimonials: Some testimonials are more effective than others. Here's proof from a blog post by Monetate's Peter Borden: An e-commerce site tested three testimonials in the banner ad under the website's navigation. All three offered free shipping in addition to showcasing the variable testimonial. The testimonial that highlighted the site's breadth of selection and brand quality won hands-down. It was well worth the test.
19. Color, Texture and Size: Because direct mail messages are tactile ink-on-paper advertising, test paper color, weight and texture, as well as the size of your postcard, self-mailer or outer envelope. To control the number of variables, use your control copy and test the rest.