Lesson
Lesson 2
Gain an in-depth understanding of modern direct mail analytics and testing criteria to confidently experiment, optimize, and create response-driven direct mail campaigns.
Go to lessonGo to lesson
Lesson 2
:
Analytics and Testing to Optimize Results and ROI
• Julie Ginn, VP of Demand Generation at Lob
• Mike Tuffley, Director of Solutions Engineering at Lob
Direct Mail Analytics, Testing, Optimization
74% of marketers agree that automated direct mail delivers the best response rate of all their channels. Yet many marketers struggle to confidently track and attribute its results properly, often due to a lack of software and technology used to execute these direct mail campaigns. This lesson will dive deep into modern direct mail analytics and testing criteria you can use to confidently experiment, optimize performance, and create response-driven direct mail campaigns.
74% of marketers agree that automated direct mail delivers the best response rate of all their channels. Yet many marketers struggle to confidently track and attribute its results properly, often due to a lack of software and technology used to execute these direct mail campaigns. This lesson will dive deep into modern direct mail analytics and testing criteria you can use to confidently experiment, optimize performance, and create response-driven direct mail campaigns.
Identify variables you want to test: format, tone, personalization, CTA, or timing and set yourself up for a meaningful A/B test.
Form a specific hypothesis for your test that’s verifiable by data e.g. "postcards increase repeat orders more than self-mailers."
Choose metrics, such as conversions or revenue per piece, to gauge the success of your test. Then, run the test!
Identify variables you want to test: format, tone, personalization, CTA, or timing and set yourself up for a meaningful A/B test.
Form a specific hypothesis for your test that’s verifiable by data e.g. "postcards increase repeat orders more than self-mailers."
Choose metrics, such as conversions or revenue per piece, to gauge the success of your test. Then, run the test!
Direct mail marketing campaigns enable marketers to affordably and effectively, acquire customers at scale.
Retain more customers using direct mail campaigns that deliver value throughout the customer lifecycle.
Decrease customer churn by employing direct mail marketing campaigns at key touchpoints to keep customers engaged and coming back.
Data-powered, personalized direct mail campaigns have higher response and conversion rates. Unlock the potential of your campaigns with personalization.
Intelligent direct mail is measurable and trackable giving you real-time insights to analyze, test, an optimize every campaign you send to maximize results.
In a highly competitive market, use your budget wisely to gain the most ROI from every dollar spent.
Connect your online and offline marketing tactics to deliver world-class customer experiences across every platform and touchpoint.
Direct mail marketing is evolving and changing at a rapid pace. Get indispensable insights about generating maximum impact from the channel that 74% of marketers say delivers the highest response, conversion and ROI of any channel they use.
