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A/B testing for better campaigns

Posted: 18 May, 2017    |    Author: Eleanor

One of the most common questions we’re asked in the industry is, should we A/B test? In short, the answer is yes. A/B testing is one of the simplest methods for understanding the effectiveness of a campaign, and reaping the benefits of what you’ve learnt in the next one.

It seems one of the main things holding companies back from A/B testing is their belief that it will be complicated, this just isn’t the case, campaigns can be simple to implement and to measure.

The simplest tests can look exactly the same with the exception of one element, which is usually the offer. The more complex can test colour, branding, shape, tone of voice or anything else you think your audience may respond to. Each plays its importance in eliciting an emotional response from your target audience. The results can provide a true representation of your sample so you can enact creative changes with confidence.

It’s low-risk to run a direct mail split test, by testing small or significant changes you’ll quickly be able to see what works and what doesn’t. This is the tried-and-tested A/B testing method. Depending on your findings, you can make tweaks to your mailing campaign to suit updated offers or attitudes from your customers.

A/B testing can also be a simple way to satisfy two parties at an impasse. One wants to offer 50% off, another prefers buy one get one free, which will have a better ROI? Just keep a control group, decide on the variables and track the results with a unique customer ID. Voila.

Think you don’t have time to run A/B testing or measure the results? By working with a direct mail provider experienced in running A/B testing campaigns, companies can take advantage of their expertise in calculating ROI from a mail test.

 

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