While A/B testing sounds complicated, it’s not. It’s splitting the mailing into two groups, modifying one variable at a time, and seeing which performs best. By continually testing one variable against another, you can identify those elements that consistently tend to produce the best results.
How do you evaluate the success of your personalized printing campaigns? Response rates? That’s a good first measure, but it is a very limited measure of your marketing efforts. To properly evaluate the performance of your 1:1 campaigns, you should be using some or all of the following methods.
Are Your Marketing Campaigns Driving Results and
Are You Tracking Them All with Response Metrics?
When it comes to variable-content direct marketing, or any type of marketing, it’s all about measuring response. Is the approach working? If so, why? If not, why not? What can you learn from the response metrics to help you improve the campaign for next time?