3 Split Tests to Improve Your Direct Mail Results

FEBRUARY 23, 2017

Of course you want better results from your mailings. The worst thing you can do is to become complacent and think the mailing piece you’ve got is “good enough.” The best thing you can do is to keep making variations to your mailing piece, and then test the results.

We recommend doing a split test, where you divide your list and mail the tear sheet piece to one part, and the new piece to the other part. When mailing a new sales piece I always recommend a split test.

Testing different aspects of your mail campaigns is critical to your marketing success. To get you started, here are three aspects of your direct mail campaign you can test. The results could help you significantly increase your response rate in future mailings.

Test Your Headline

The headline is one of the most important parts of the sales letter. If it doesn’t get your prospects’ atten­tion, they won’t read the rest of the sales letter and won’t respond to your offer. You only have about four seconds to get them to decide to read your letter.

When you find a headline that you think will be more powerful than your current headline, set up an A/B Split test to compare their results.

Test the Teaser Copy on the Envelope

To get a sales letter opened, some mailers put teaser copy on the outer envelope. Teaser copy consists of words on the envelope that will make the reader want to open it and see what’s inside.

Test a Different Offer

The offer is what the customer will get for respond­ing, and if it involves a purchase (rather than a free trial, for example), the cost of the product or service

The more you test, the more you will learn, and the better your response rate will be!