Variety, surprise, and a certain element of entertainment seduce the recipient. That does not mean “X rated”—it means using design creativity to make the selling sing.
If your content does not make people sing, using good testing, then any debate ends by simply looking at the numbers.
This is your customers’ way of telling you what they like and what they respond to. What they think about your digital and direct marketing is always more important than what you think.
Keep your thinking cap on means, test one item at a time. It can be tempting to test a variety of things in every campaign, but hold back and just try one.
Why only one you may ask? Over one, makes it impossible to know what element changes your results. If you use a new delivery channel at the same time you trying out a new list, which change will affect your results?
By testing only one change per a campaign, you can immediately see what causes your positive or negative results.
Try a two-for, or test against your “control.”
Your control is the digital and direct marketing message that has proven it to be a winner. Once you have a winner, you can test a new digital or direct marketing message, or the communication channel used against it.
This works like a contest, with the old and new competing against each other. If your control wins, you know you should continue using it. If the new piece wins, you know you might have a new control and should do the new piece instead.
