With the new world of digital printing, your ability to personalize your mailings has increased exponentially.

You can change text and images to match the preferences of each recipient on your segmented list. But does this kind of personalization make a huge difference in results?

This week’s test takes a look at digital personalization.

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There is an adage in the sales and marketing world that your best customer is a customer that you already have.

And for this reason you are likely to do well when you send a mailing to people who have purchased from you before.

But what about the almost-ran.

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The subject line you put on your email is one of the two most important aspects of whether your email gets opened or instantly deleted.

As I talked about last issue, over 60% of your prospects are going to use the “from” line to weed out a lot of emails. But the second indicator that will be looked at to see if your email is worthy of a deeper look is the subject line.

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The fact is that the Web offers an easy and fairly inexpensive venue to try out everything—from a bold new concept, to comparing headlines, to very subtle little changes to see how they will affect response.

We know of many marketers who routinely use their Web sites as a way to test new ideas before they try them in the mail or in print.

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Marketers can and should test every individual campaign to see where they can improve customer response and learn important information for the future.

By testing only one variable (such as teaser copy, price, offer or format), you can see what makes a difference, and what does not. This information will lead to a higher return on investment with each mailing.

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Marketers can and should test every individual campaign to see where they can improve customer response and learn important information for the future.

By testing only one variable (such as teaser copy, price, offer or format), you can see what makes a difference, and what does not. This information will lead to a higher return on investment with each mailing.

Read More »

Marketers can and should test every individual campaign to see where there is room for improvement.

By changing only one variable like product, target audience, offer, creative, or format with each test, you can figure out how to generate a higher return on investment with future mailings.

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