Although there are 10 packages that drop in this annual promotion, Oxman says the campaign boasts several controls that are rotated and tested against different creative and list pull techniques. In general, efforts dropping early in the promotion focus more on announcing the new product release (Archive code #836-173710-0607A). “As the campaign continues … if the customer has not yet responded, we’re trying to take more of a customer-specific benefit approach,” he explains. This approach results in some of ACT!’s more “official-looking” efforts that don’t talk much about product features or benefits until the recipient opens the package, says Janet Cleworth, Sage’s director of marketing. One such “official” effort used deadline-oriented copy, faux mailing labels and meters, and the ACT! brand (Archive code #836-173710-0607B). Oxman and Cleworth say the “official” look creative platform is a strong response driver.
Sage’s next step is to better identify which precise elements in its controls—besides branding—are most valuable. Rather than mail many A/B tests, it has taken a control effort and broken it down into its individual components to create a matrix of 10 different test packages. Oxman says, “What we’ve transitioned to, and are in the midst of right now, is a multivariate test … trying to isolate what are the actual drivers within the control package to respond. Is it a fact sheet versus a brochure? Is it an indicia versus a stamp? Is it the color of the outer envelope or is it the size of the outer envelope?”
Armed with this insight, Sage plans to push the envelope on finding its most profitable customers while maintaining an efficient cost per piece.