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Direct Mail- Split Test Methods

by TakenAction
4 replies
Before I begin, let me say. I know people get very "intense" and passionate about how you should be prospecting and qualifying etc. So I am aware I will get getting very different opinions but none the less:

I am planning on sending 100 hand written #10 envelopes to manufacturing businesses.

I want to split tests different methods of achieving the ultimate goal for this campaign which = Phone appointments with businesses about website re-design.

Method #1: Send simple 4 page sales letter in #10 envelope (hand written) to owners & follow up with a phone call to see if they received it etc.

Method #2 Send them simple 4 page sales letter in #10 envelope (hand written) to owners that also has a small free tip such as, to increase conversions or response on your website you should add a phone number in the top right corner of your website. & follow up with a phone call. So we are providing some sort of value already to them and then we can try and sell them on a re-design of their website that will increase their conversions or response.

Method #3 Send simple 4 page sales letter in #10 envelope (hand written) to owners that sends them to a website where they can download a small e-book on how they can increase conversions or response on their website & follow up with a phone call. So we are providing some sort of value already to them and then we can try and sell them on a re-design of their website that will increase their conversions or response.

So, these are just some options I was thinking of and nothing is for certain yet, but I figured the best thing I can do is split test different ways of getting some phone appointments instead of doing one thing like sending a sales letter and getting no response and then complaining like I have done in the past

thanks.
#direct #mail #methods #split
  • Profile picture of the author DABK
    100 is not large enough to really know.

    If they're worth at least a simple 4-page letter, why only 1 follow up time?

    Good idea.

    The one which sends them to the website... Create a page for each prospect (can be the same content, you just need 1 url per prospect). That way, you know who visited the site (i.e., who's interested), even if they did not down load. Even if you only ask for an email address to let them download. Even if you let them download without giving you any info in order to download... Last version, makes it more likely that they'll download.

    You then follow up differently with the ones who didn't even bother to go to the site vs. the ones who did but did not download vs. the noes who downloaded but didn't contact you.

    I found that most people are impressed if you tell them, You visited my site 3 times, the last time Tuesday afternoon.

    Originally Posted by TakenAction View Post

    Before I begin, let me say. I know people get very "intense" and passionate about how you should be prospecting and qualifying etc. So I am aware I will get getting very different opinions but none the less:

    I am planning on sending 100 hand written #10 envelopes to manufacturing businesses.

    I want to split tests different methods of achieving the ultimate goal for this campaign which = Phone appointments with businesses about website re-design.

    Method #1: Send simple 4 page sales letter in #10 envelope (hand written) to owners & follow up with a phone call to see if they received it etc.

    Method #2 Send them simple 4 page sales letter in #10 envelope (hand written) to owners that also has a small free tip such as, to increase conversions or response on your website you should add a phone number in the top right corner of your website. & follow up with a phone call. So we are providing some sort of value already to them and then we can try and sell them on a re-design of their website that will increase their conversions or response.

    Method #3 Send simple 4 page sales letter in #10 envelope (hand written) to owners that sends them to a website where they can download a small e-book on how they can increase conversions or response on their website & follow up with a phone call. So we are providing some sort of value already to them and then we can try and sell them on a re-design of their website that will increase their conversions or response.

    So, these are just some options I was thinking of and nothing is for certain yet, but I figured the best thing I can do is split test different ways of getting some phone appointments instead of doing one thing like sending a sales letter and getting no response and then complaining like I have done in the past

    thanks.
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  • Profile picture of the author AmericanMuscleTA
    Besides following up with a phone follow up with more direct mail. At least 3 steps, if not more.

    Method #3 sounds the best. If you're going to split test then try changing up the envelope... Different size, color, teaser on front, maybe send out a postcard instead of an envelope, etc.

    You can also try some 3D mail. It will show your creative side.
    Signature

    David Hunter | Duke of Marketing
    www.DukeOfMarketing.com
    www.BibleAndFriendsYouTube.com

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  • Profile picture of the author SashaLee
    Hi there,

    Instead of sending them a link to a free gift - why don't you just send them the free gift? Putting a step between them and the gift decreases your response.

    If you give them something of value upfront they will remember you. If they have to stop what they're doing to go online, click a link, wait for a download then they'll probably put it off until "whenever". Then when you call, they'll have forgotten who you are until you remind them you sent them a hand-written letter.

    100 is too small a list to bother doing a split-test. If I were you and I was working with such a small budget I'd do all three with one week gap in between.

    You will never really know which one performed better with only 100 pieces. You can expect a RESPONSE rate of maybe 2-3% (2-3 responses) from 100 pieces - IF YOU ARE LUCKY!

    All the best,

    Sasha.
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    • Profile picture of the author TakenAction
      Originally Posted by SashaLee View Post

      Hi there,

      Instead of sending them a link to a free gift - why don't you just send them the free gift? Putting a step between them and the gift decreases your response.

      If you give them something of value upfront they will remember you. If they have to stop what they're doing to go online, click a link, wait for a download then they'll probably put it off until "whenever". Then when you call, they'll have forgotten who you are until you remind them you sent them a hand-written letter.

      100 is too small a list to bother doing a split-test. If I were you and I was working with such a small budget I'd do all three with one week gap in between.

      You will never really know which one performed better with only 100 pieces. You can expect a RESPONSE rate of maybe 2-3% (2-3 responses) from 100 pieces - IF YOU ARE LUCKY!

      All the best,

      Sasha.
      Thanks much for the response. I think I'll do 100 send outs for each method and see what kind of results I receive. I think i'll also give them a piece of paper that has top 5 ways to increase their conversions or something. Along with the sales letter.
      Signature

      The best thing you can do is put yourself out there.

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