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Quantity vs. Quality…

Contributing Solution Provider


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               Which one scores your highest ratings in marketing and advertising?

In the past, having a conversion rate using direct mail, one percent was acceptable. Yes, one percent. Now you know why you received more mail back in the day.

First, let’s look at another example. A response rate is an important metric for analyzing a mailing or any other communication channel your customers may prefer. But a high response rate is not always the best goal.

If you’re trying to generate sales leads for a high-dollar service where the contract might be over one million dollars, a single reply that results in a sale might give you a low response rate, but it would likely represent a significant return on investment.

Your goal is not to maximize response but to maximize profit. Direct marketers and mailers in the past century would buy more lists to increase their mailing number hoping to get more responses. Hence, the name, junk mail.

Some of today’s digital marketers love telling anyone that listens they have over 200,000 followers. Hence the name, digital flame out.

“Single focused approach, effective utilization of natural skills, creative choices, and self- belief is essential to achieve superior quality.” Famous Quotes, 1 2 3 Website

Profit is a good thing.

So, how do we raise our profit? One of the reasons, direct2customer marketing comes so highly recommended to use with any communication channel, is the ability to test.

Testing allows adjustments which can create an increase to maximize your profit.

While there is a lot of creativity that goes into writing and designing communications, testing should be a careful and disciplined process. This is a great example of the use of science in marketing within our data driven era.

Test one item at a time.

It may be tempting to test a variety of ideas in every message. If so, it’s impossible to know what element is responsible for changing your results.

For example, if you use a new subject line at the same time trying a new segment, which change will affect your results? By testing only one change per message, you can immediately see what causes your positive or negative results.

If you want to improve your landing page conversions, then use Split testing, better known as A/B testing.

A/B testing involves creating two versions of your landing page for example, that are almost entirely the same, but have one specific difference you want to test.

For instance, you could A/B test which headline or offer converts more by creating one page with the headline or offer A and the other with headline or offer B. Half of your visitors will see version A and the other half will see version B.

Test against your “control.”

A/B testing can work with any communication channel you want. Even your control can be an email that has proven to be a winner. Once you have a winner, you can test other email messages or formats against it.

This works like a contest, with the old and new competing against each other. If your control wins, you know you should continue using it.

If the challenger wins, you know you might have a new control and should consider emailing the new message or format instead.

While there is a lot of creativity that goes into writing and designing your marketing communications, testing should be a careful and disciplined process.

Summary

The key takeaway is to test one marketing or advertisement message at a time. Plus, check out your analytics for additional campaign insights for maximizing your profit.

So, by now we can assume, it’s quality?

 

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Teaching and Coaching – It’s what I do.

Mike Deuerling


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Marketing Communications Group, Inc.

md@dmcm.net   800.251.3608

© 2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows ClipArt HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash or John DeuerlinMcgLogo.jpgg.

 

 

MarketingDoc

I have owned and operated a variety of businesses during my thirty plus years as an entrepreneur. Being a SMB, I have engaged with others to learn and understand how each one was operated. I have had an inquisitive mind my whole life. I have an associate degree in science, completed an apprentice program in carpentry, studied design at another college and received a four year degree in Marketing, and added a few post graduate classes as well. SMB's have used direct marketing and mail as their main channel of communications for many years. Now the swing of the pendulum of marketing has led many to the latest trends in digital marketing. Data drives all forms of marketing communication. However, raw data must be analyzed, segmented, profiled, measured and tested to make the data useful to marketing. Great direct marketing mail processing is like peeling an onion. There are many layers you unfold to get your desired results. The process is easy to understand, and once you learn it, you’ll see what the phrase, “a labor of love” really means. If you have a goal to learn more about your customers from each communication, you will see positive results stemming from each subsequent mailing. The people who complain the loudest about their results when using direct marketing mail is usually those that did not follow the process. Not following the process is like the baker who missed using the correct amount of yeast in a recipe for bread. She wasted a lot of dough. Learning and having the techniques and fundamentals of direct marketing is a valuable skill to have today. Direct marketing mail helps a SMB focus more on results while listening and learning what their customers want. What makes me different? I’m motivated to help every one of my customers use the right tools to meet their goals. In the present digital age, marketing coupled with technology is a skill set now in high demand. I have always embraced the use of technology with marketing.