This Is ONLY A Test
What gets your recepient to open a piece of direct mail? Well the answer is that’s a moving target. Design elements that used to work may not work anymore. It falls in the standard pattern of design, test, results, repeat.
The part most people enjoy least is the testing but it may be the most important piece. Below are some simple ideas that you can test to make your direct mail piece more effective:
Test Adding, or Eliminating
Components like plastic cards or heavy inserts are proven to increase open rates because of the tactility factor. Simply put, the package feels unusual, piquing the curiosity of the recipient. Using the card or heavy insert to showcase your CTA puts that tactility to work. Testing the same package with and without the tactility factor will help you justify—or eliminate—the additional cost.
Test How Content Is Emphasized
According to the New York Times, in 1962 Japanese inventor Yukio Horie created a felt-tip pen that used water-based ink. The following year, Massachusetts print-media giant Carter’s Ink developed a similar water-based marker that emitted an eye-catching translucent ink, calling it the Hi-Liter. More than 50 years later, highlighting the key benefits in a direct mail letter is a simple and effective way to test copy points.
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.
(via Target Marketing)