Your organization must stress test your direct mail campaigns. You can significantly improve your marketing success for your next project by evaluating campaigns after they are complete. Don’t be discouraged if your campaign doesn’t go as planned. You must figure out what went wrong so you can have better success the next time.
Before you run your first stress test, you will need a control piece. You will need baseline metrics to measure against results of your future campaigns. If you have run direct mail campaigns previously, you can choose a piece that was a proven success. But if you’re just starting out, you will need to assemble a piece with an enticing offer, neat design, and a clear call to action. Send the piece out and gather your baseline metrics before you start testing.
Consult Previous Data
It’s difficult to determine which tests you should perform without data. Collecting data during each campaign is a crucial aspect of every marketing endeavor. If you lost money during your last campaign, it might be a good idea to mail fewer pieces to a more targeted audience. You may want to consider a particular demographic or neighborhood. Sometimes less is more. In this case, you may notice better response rates by sending less direct mail to a more targeted group.
You should also analyze what you are offering. If your offer is too complicated or expensive, you may turn away potential donors. You need to focus on providing offers that are enticing to the targeted audience.
Segment Your Audience
Sometimes, the biggest issue for a campaign is who you mail your content to. You should always focus on targeting groups of people that would be the best fit for your products and services. If your campaign doesn’t go well, you can pinpoint what limitations you need to create for the next campaign. For instance, you can limit your list to households that fall within an average income, property size, age, or car type. It will be more economical than mailing to every address in an area.
Stress Testing Options
Stress testing is an ongoing activity. You need to approve your evaluations objectively. Let the numbers help make your decisions. Over time, you will discover what influences potential donors and members to act. You will see which design elements make your piece stand out from other organizations. Be patient and continue to refine each time you send out direct mail. Always remember to measure and compare your results to track your improvements.
Here are two ways to help stress test your direct mail campaign. Both options are available through Valtim.
Variable Data Printing
Variable Data Printing (VDP) is a unique form of on-demand digital printing. The document content is determined by entries in a record or data set and can be highly personalized. There are many variables available, including varied text, graphics, images, layout, and element positioning.
The data used for VDP is like a table or data set. Each row in the table is considered a single record. The columns are the fields used to describe the contents of the record. Some common examples of columns or fields are a person’s first name, last name, address, or city.
When you use Variable Data Printing, you can analyze the data based on what worked and didn’t work for your last campaign. You can fine-tune and adjust data aspects so that your next campaign produces better results.
Geo-Mapping is another form of variable data printing. Geo-Mapping allows you to map everyone to a specific location. For instance, you can determine where a property is and what other properties and services are near it. Knowing where you should and should not promote your mission can determine the success or failure of your campaign.
Stress Test Your Campaign with Valtim
Valtim can help stress test your previous campaigns to help ensure the success of your next direct mail campaign. We’ll evaluate if your offer was good enough and see if there was a clear call to action. Valtim can advise you on any stumbling points in the design or messaging. We will tell you if your mailer stands out or not.
Variable data printing is personal. You can make a great first impression by recognizing each person and acknowledging their importance. Valtim can help use your mail list to target potential customers with geo-mapping techniques.