Fostering Marketing Innovation

A/B testingOne of my early clients taught me the benefits of direct mail testing, and since then I’ve incorporated testing in many on and offline marketing campaigns. I found that it takes the guesswork out of decision-making and fosters a foundation for innovation based on an improved understanding of client preferences and receptivity.
A/B testing is a simple random experiment with two variants, A and B, which are controlled and measured. Other names for this type of testing include randomized controlled experiments and split testing.
Whether you’re selling a product or service, or growing donations for an important cause, these steps will help you develop an experimental culture:

  • Develop a team. Make sure to include your designer and project manager.
  • Test small. If you’re spending a lot of time you’re doing it wrong. Testing should be easy to implement and measure.
  • Evaluate the results. If the test fails don’t give up. The results maybe connected to something different from what you think.
  • Implement learnings. Sometimes you’ll want to test iterations before you implement on a larger scale.

Examples of things to test in direct marketing:

  • Segmentation and targeting
  • Email timing and subject line
  • Online settings and designs

Contact us for a no-obligation conversation about A/B testing for you.
ZOOM Cross-Media is an integrated marketing expert specializing in direct mailing services, direct email marketing, social media consulting, SMS text marketing, and website content management systems.
Small Business and Women-Based Enterprise certified.

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Janet Osterdock is ZOOM Media’s President and CEO where she focuses on campaign development and implementation. Janet founded ZOOM Cross-Media in 2009 with a team of highly skilled industry specialists. She has a heart for service and works side-by-side with clients to deliver integrated high-impact campaigns. In Janet’s words “implementation is everything and it can make the difference between average performance and outstanding performance.” In her spare time, Janet volunteers in pet therapy at Shriner’s Hospital for Children.

Zoom Media

Zoom Media