41 Test Ideas for Better Response
In search of ways to boost your response rates this year? Look no further. Here are a host of test ideas for you to consider.
#1 Add the word FREE to your outer envelope teaser copy or to the subject line of your e-mail sales message.
#2 Focus on "selling" your offer, not your product or service. Give your targeted audience a good reason to respond.
#3 Let your customers choose how they want to respond (phone, mail, online, fax), and use this information for future two-way communications.
#4 Study customer complaints as a source of breakthrough response-generating ideas.
#5 Use double envelopes to reach multiple audiences at the same address and at the same time (meaning: glue/tip a smaller envelope on the outside of a larger one, or put one envelope inside the other; i.e. To the Lady of the House, To the Man of the House or To the Business Owner).
#6 Eliminate or shorten voice mail menus and customer waiting time.
#7 Focus on one major benefit that differentiates you from your competition. If you have several major benefits, create a series of mailings, ads or e-mail messages that focus on one major benefit at a time.
#8 When you're budgeting for advertising remember that 20 percent of your customers produce 80 percent of your sales—identify that 20 percent, then budget and communicate accordingly.
#9 Segment your customer and prospect audiences and create targeted messages to each audience (keeping in mind that the same product or service may have different benefits for different audience segments).
#10 Know where the "hot spots" for highest readership are in your direct response advertising and use them effectively.
#11 Studies show that ad headlines draw 28 percent more attention when placed in quotation marks. Why? Because it appears more important.
#12 Never assume the decision-maker is the only individual with whom you need to communicate; decision-influencers can be door-openers to big sales.