Using A/B Testing to Determine the Best Marketing Channel for Printers -T.J. Tedesco

By T.J. Tedesco

“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.

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Business Management - Marketing/Sales

T.J. Tedesco Author's page T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.