7 Rules to Testing in a Down Economy
3. Go Prospecting!
An old database adage seems to be oft-forgotten these days: Garbage in equals garbage out. Now, more than ever, analytics need to be employed to better parse your data into silos, so you can market smarter. Start by learning as much as you can about your current customers by profiling and modeling, and then using that data to find like prospects and, of course, test.
"No, we can't afford to make that offer!" (Or, worse yet, "We can't make any offers.")
When testing offers, think creatively. An innovative, affordable offer can substantially contribute to growth. For example, in gourmet food—an area where you'd think spending would be coming to a grinding halt—testing discovered how simple offers earned generous orders. Looking back at 12 months of email promotions for a gourmet client uncovered the fact that the top 10 campaigns featured free available product or savings that could be offered without slicing into profits on specific, popular products. The response rates for these campaigns were double or triple compared to the typical tightfisted campaigns.
4. Sell Value and Change Positioning
People are looking for deals today. The way you position them will have a major impact on results. You need to sell VALUE to succeed in these tough times. Complement your emotional appeal with facts—more of them—and watch what happens to results.
While emotion typically outsells logic in marketing, that's not the case in a downturn. With increased economic pressure comes anxiety. People feel the need to justify and examine their choices, now more than ever. So, rely less on emotional creative/copy approaches and more on facts and figures. Use more numbers, data and the like to appeal to the left brain.
A copy test NOW, or better yet, several copy tests now would be money wisely invested. Remember, what changes the offer/messaging is positioning. That's redefined through compelling, direct response prose.