AccuList USA’s successful direct mail marketers seek to optimize response by constantly testing creative (as well as lists), because they know that even the best control package can lose its punch and need refurbishing or replacing.
Understanding the Sources of Control Success and Fatigue
Since direct mail testing can be expensive, especially multivariate testing where each variable tested needs a large enough mailed group for statistically valid results, it is important to think through why response to a proven control can flag and what changes are worth testing. A recent Target Marketing magazine article, by direct marketing consultant Gary Hennerberg, addresses the issue by reminding marketers of basics: The control has succeeded better than other mailing packages because, using the right list, the marketer has matched the offer’s emotional hot buttons and unique selling proposition to the prospects’ awareness of both their problem and the marketer’s solution at the time. But that alignment between prospect and promotion is not static.
As Brand Awareness Grows, Control Effectiveness Can Shrink
After mailing the same direct mail control package over and over (or using the same digital message), the majority of targeted prospects have either seen your pitch or been educated by other media, so your message may no longer fit with their knowledge and needs. “If you don’t stay on top of this changing awareness and understanding, your direct mail control package, or messaging in other channels, fatigues, and you’ll wonder why,” Hennerberg warns. He suggests that marketers commit to a program 1) assessing prospect awareness of the problem solved by the marketed product or service; 2) creating multiple creative approaches that align with different prospect awareness levels; and 3) testing creatives (headlines, leads, formats, etc.) against each other and the control to find the sweet spot. An important caveat: If a mail package seems to go over the heads of the current market, consider re-testing in future when the time may be ripe in terms of prospect interest.
For a basic overview of direct mail testing, see http://www.targetmarketingmag.com/post/direct-mail-ab-test/