The Basics of A/B Testing
How to Test Your Direct Mail Campaigns
A/B testing is a proven method of direct mail campaign improvement and it’s much simpler than you might think but requires discipline, attention to detail and the willingness to fail in order that you can succeed.The first place to start is by thinking of all of the possible options for customisation you might have in your campaign. List these components and think about how you could do things differently and you have the beginning of your A/B test.
Once you have defined what you plan on modifying, divide your list into separate audiences who will receive the variation. Release your campaign into the wild and learn how your two audiences react by measuring the results. Soon enough you will know what your total audience responds to best, and can make the necessary adjustments to plan future campaigns with this pertinent information. Consider it as intelligence on your customers’ behaviour that will help your company perform even better.