Using A/B Testing to Determine the Best Marketing Channel
“Interesting,” Org said. “So what’s the takeaway from this campaign?”
“From this testing, we can conclude that direct mail may be more cost-effective than many people think,” Marka observed. “Many businesses have reduced or abandoned their direct mail efforts because of the higher price tag. Total cost matters, but so do cost-per-impression and cost-per-response metrics. And in these areas, direct mail has proven more cost-effective than its O-mail peers.”
“The important thing is that this information will help us make better marketing decisions in the future,” Org said.
“Darn straight,” Zoot agreed.
Today’s FIRE! Point
Running an A/B test comparing email and direct mail campaigns can help determine which marketing channel works best for your business. Creating distinct, trackable landing pages for each channel will enable you to measure and compare response rates.
FIRE! in Action: Marketing Sherpa Uses A/B Testing to Determine the Best Email Call-to-Action Message
In marketing communications, even the smallest details can make the difference between a mediocre and exceptional response rate. Marketing research website Marketing Sherpa conducted an A/B/ test with three slightly different calls to action—the best-performing one generated more than 9 percent more click-throughs.
Next week: Marka shows Zoot how to use an “unbelievable guarantee” to secure new customers.