Direct Mail: Chumpion to Champion
Test How Key Savings Messages Are Positioned
Product managers hate hearing that savings drive higher response and conversion than features and benefits. It's important to test how your savings message is positioned.
As described above, the plastic card or heavy insert can be used to bring attention to your savings message. It's also important to test how your savings are described. Many people struggle to calculate percentages (hence the ubiquity of tip calculators) but would instantly know that 50 percent is a great deal. GEICO has long been successful with their "15% in 15 minutes" message. Don't hesitate to test percentage against dollar value. For example, "save 15%" vs. "save $435."
Implement a Battery of Tests for Your Letter
"Common Core" testing is controversial in many school districts, but should undoubtedly be used for the core elements in your direct mail letter. Test the length of the letter. Test copy in paragraphs vs. bullet points. Test your side bar on the right vs. the left side of the page. Test the location of your CTA and how it is called out.
Perhaps most important when considering how you will test the impact of design elements is to build a testing strategy that combats package fatigue by rotating your creative in an established cadence. For example, in month one, test a premium package with a plastic card against an economy package that does not have a card. In month two, test a premium package with an interactive opening device against a different sized economy package. Continue rotating the creative as a key element in your test strategy to change the "touch" your prospects receive. This gives you the potential to learn what works for each segment, season, and salutation.
By following these best practices, you can exercise your artistic and scientific sides at the same time, enhance the effectiveness of your direct mail efforts and increase ROI.