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Digital Marketing

The Importance of Testing and Optimisation in Digital Marketing vs Direct Mail 

  • March 29, 2023
  • 6 min read
The Importance of Testing and Optimisation in Digital Marketing vs Direct Mail 

In the ever-changing digital landscape and the sound comeback of direct mailing, the importance of testing and optimization cannot be overstated. These strategies allow marketers to continuously improve the success of their campaigns and make data-driven decisions that can lead to increased responses and conversions. 

Testing allows businesses to understand what resonates with their consumers and what doesn’t, while optimization helps to use their marketing budget efficiently and take a more strategic approach to their marketing efforts. 

Without testing and optimising campaigns the right way, your business may be missing out on valuable opportunities to drive growth and success. 

What actually testing means?

Testing involves implementing different elements of a marketing strategy such as images, copy, style, format, call to action, mailer type, and landing pages. You can also test different advertising aspects such as ad spend, bid strategies, geolocation, audience segmentation, etc. 

By sending various elements of your marketing campaigns, you can identify what resonates with your consumers and what’s not. You can use this information to make data-driven decisions that improve the success of your marketing campaigns. 

Why is testing important? 

Earlier, testing was a difficult task for businesses because of the lower success metrics that come along with traditional marketing. Once direct marketing and digital marketing become more prevalent, testing becomes the cornerstone strategy in order to maximise results and grow in businesses. 

Testing is crucial for both digital marketing vs direct mail because it helps you identify and eliminate what’s not bringing out the desired results. It also helps you understand your target audience better, and if you have direct mail campaign companies in place, they will help you to create marketing campaigns that are more tailored to your customer’s needs and preferences. 

In addition, testing allows for more effective marketing campaigns, which leads to better performance. This improves the ROI of your marketing budget and assists with all other aspects of your campaign like CTR and LTV resulting in more responses, conversion, and revenue for your businesses. 

How should you test and optimise your campaigns? 

Before you start testing direct mail or digital marketing campaigns, you need to analyse your existing customer data to make an informed guess about different recipients’ mail needs. 

Some mailing companies in the USA collect and analyse information using marketing tools. All that data helps them form an informed hypothesis about how to adjust a marketing campaign for different groups. 

Say your marketing platform identified a group of consumers who used the discount code in your last email campaign. These individuals would be the ideal audiences for future promotional direct mail campaigns. And the people who unsubscribed from your email list after receiving discount mail shouldn’t receive this promotional mail. 

Though identifying trends is tricky with customer information coming from multiple sources. Consider bringing your customer data into one platform through integrations or with marketing automation platforms to review customer trends at a glance and hypothesise about different audience groups’ campaign preferences. 

Decide aspects that you want to test 

How will you identify what changes resonated with the audience? Include unique URLs or QR codes to track who engaged with the campaigns you sent through direct mail printing companies. 

Based on the hypothesis about what a cohort wants to see, determine what aspects of mail you will change in your testing: 

  • Offers included in the mail 
  • Personalization
  • Calls-to-action 
  • Image testing 
  • Packaging 
  • Style 

Select the mail testing method

  • A/B (or split) testing: In the A/B test, you will experiment with a single change to a campaign. Half the group of the recipients will receive the mail with the change while another half will be sent the campaign without any adjustments. 
  • Multivariate testing: In multivariate testing, you might change both the CTA and image in the mail. The audience will be divided into groups – each group will receive a different version and the performance of each version will be measured.

Best Practices for Testing and Optimization 

For testing and optimization in digital marketing and direct mail, there are several key tips that a direct mail marketing company suggests to marketers to ensure the success of campaigns: 

  • Set SMART goals for your marketing campaigns: This will help you determine whether or not a particular strategy is working and to keep track of the progress over time. Setting SMART goals will also allow you to see the impact of the testing on your overall business objectives. 
  • Stay consistent with what you do: Both digital marketing and direct mailing is an ongoing process that requires consistent monitoring, testing, and optimization. Running tests for a short span can lead to inaccurate metrics and bad decisions. 
  • Document your process: Keeping track of your testing results, what strategies worked and what didn’t, and what changes were made, can help you build a comprehensive picture of all the mail campaigns you sent. This will make it easier for you to recreate your successful campaigns and avoid failures in the future. 
  • Use the right tools and technologies for testing and optimization efforts: Platforms such as Google Search Console, Google Analytics, and Hotjar can provide insights into how your marketing campaigns are performing. Service providers such as direct mail campaign services can suggest what strategies to implement to get the desired results.

A/B testing tools, Google Optimise will help you test different elements of your campaigns to determine what worked well and what brought the most responses/leads. And marketing automation tools such as Marketo and Zapier can help you streamline your marketing efforts and improve efficiency. 

Wrapping Up

Testing and optimization play a vital role in direct mail and digital marketing, particularly when it comes to conversion optimization. With its help, businesses can make data-driven decisions that improve the user experience and increase conversion rates. 

Be it digital marketing or direct mail, testing isn’t something you conduct just once. Mail recipients’ choices won’t stay the same forever, so you need to conduct regular tests to gauge their mail preferences. 

Design experiments based on results you got from previous tests and modify your pieces to keep up with the needs of your target audience or get help from the direct mail marketing company in the USA to get the most out of the campaigns. 

Implementing A/B testing, user testing, and conversion rate optimization techniques can help businesses identify which areas need improvement and make modifications accordingly. The results of these tests can also be used to plan future marketing decisions and strategies.