4 Ways to Track Offline Marketing

The rise of the online market has led some marketers to the assumption that traditional or offline marketing is dead (or at least dying).

Among other reasons for prioritizing online marketing, these companies make the mistake of assuming that social media and digital advertising are the only way to track public engagement and measure the success of their ad campaigns.

But these companies can miss out by not considering offline marketing in their product planning and service campaigns. Offline marketing tools such as magazines, TV commercials, billboards, vehicle wraps, and more can be a great way to interact with the consumer in a more tangible way, as well as reach audiences that online advertising can sometimes leave out.

The expansion in recent years of tracking tools and online presence customization have made it very feasible for companies to track engagement with their offline advertisement. Read on to learn about 4 easy ways to track offline marketing campaigns, primarily by using one such handy tracking tool– Google Analytics.

  1. Custom Landing Pages

One of the best methods to track offline marketing campaigns is by creating a custom landing page. A custom landing page tied to the specific campaign you want to track allows you to monitor the number of times a person visits that page. It can also allow you to target your campaign toward a specific audience.

For example, if you have a retail store that sells outdoor equipment and you place an advertisement in a magazine dedicated to hunting, you can create a custom landing page focused specifically on hunting.    

To create a custom landing page in Google Analytics, go to Content > Site Content > Landing Pages. There you can track the number of visits to the page and how long visitors stayed on the page.

  1. Shortened URLs

Another effective method of tracking offline campaigns is by using shortened URLs. Shortened URLs allow you to track visitors from offline sources without having to create a new landing page. Instead, you use Urchin Tracking Modules, or UTM parameters, to track your campaign through Google Analytics.

To do this, you’ll first need a URL builder like this one. Once you have a shortened URL, place it in your direct mail campaign or other advertisement to begin tracking user traffic to your site.

To view tracking results in Google Analytics, go to Traffic Sources > Sources > Campaigns. You can also use the Goal Sets at the top of the window to see how many conversations you have received.

  1. Discount Codes

If you’re not quite ready to create a new landing page or generate shortened URLs, another option to track offline campaigns is to create custom discount codes. For example, the promo code GLASSES15 could allow customers to receive an additional 15% off their glasses purchase.

With these custom discount codes you can track redemptions as well as the revenue generated from orders using the codes. You can also customize your discount codes to track redemptions from different sources– so you know how many customers got the code from your direct mail campaign, and how many got it from your newspaper ad.

  1. Annotations

There’s one option for tracking offline marketing campaigns that’s even easier: annotations. Annotations in Google Analytics allows you to leave a note to yourself about something that happened on a particular date, such as the release date of a direct mail campaign.  

Once you have created an annotation, direct traffic in Google Analytics shows you visitors to your site that cannot be traced to other online sources, such as social networks. If you see a significant increase in traffic around the time of your marketing campaign, you can at least get a sense of how much impact that specific campaign had.

Importance of Offline Marketing

So offline campaigns can be tracked just like online ones. But these days, many companies forgo print or broadcast marketing entirely, instead focusing on the best way to use social media or click-bait to generate consumer interest.  

While the importance of digital marketing can’t be denied, it’s a mistake to prematurely decide that it’s the best or even most effective way to market your brand. Here are a few reasons why you should consider investing some of your company’s marketing budget in offline campaigns, as well:

  • Offline marketing can be used to boost your online marketing
  • Non-digital marketing can make your company stand out in a crowded field of internet ads
  • Print materials can be ordered on short notice, and are reusable
  • Face-to-face interactions establish a relationship with the consumer
  • Offline ads create a more tangible experience for the consumer and stick with them longer
  • There are some audiences that online marketing just won’t reach

Get Started with Offline Marketing

Measuring offline marketing can be extremely important to your brand and overall marketing goals. By not considering options such as custom landing pages, shortened URLs, custom discount codes or annotations, you may be missing out on significant opportunities to attract and retain valuable customers. At Pel Hughes, our team can help you bring your brand’s marketing vision to fruition. Visit our website to learn more. 

5 Ways to Take Your Brand Outdoors with COVID-Friendly Marketing

After nearly a year of contending with COVID-19, people have become accustomed to living their lives very differently. These sweeping changes that we’ve all made to our daily lives have affected the way that businesses operate. How are we to reach customers when it’s difficult to get them into our brick-and-mortar stores? While reaching customers is more difficult, there are some COVID-friendly marketing tactics we can use to increase brand recognition and promote our products. 

Use Outdoor-Friendly Signage and Banners

Many businesses—from boutiques to restaurants—have moved their operations outdoors because it’s safer than poorly-ventilated indoor areas. If you can take your business outdoors, consider investing in branded banners, signage, and even custom canopies. These materials will help you establish your brand’s presence and entice potential customers to visit your business. 

Implement Window Graphics

Sometimes, people who are hesitant to shop will enter a brick-and-mortar store if its storefront is enticing enough. Taking advantage of the space on your store’s windows for advertising can help bring reluctant shoppers inside. It can also give them an idea what your business has to offer so that they may patronize your business online. Window graphics need to be professionally designed with eye-catching photos and legible copy. 

Car Magnets

You can easily turn your car into a mobile advertisement with car magnets. These can help keep brand recognition alive in times of slow business activity. A car magnet should contain your logo, your contact information, and graphics that grab attention. 

Promotional Products

Promotional products are a great form of advertising—especially when these products serve a real purpose. Items like reusable water bottles, coffee mugs, pens, hand sanitizer, and reusable face masks make great promotional products. 

These items can be dispersed a number of ways. They make for great additions to pop-up stores, gifts with purchase, and booths at trade shows. They’re also great for gift baskets to take to another business or organization. If you’re a chiropractor, for example, giving away a gift basket to local businesses who have employees that might benefit from your services is a great way to build interest in your brand. 

Promotional Flags

A promotional flag waving outside your business can help generate interest—especially if your business is off the beaten path. Well-made flags are great for businesses that conduct commerce outdoors such as auto dealerships and garden nurseries. Branded flags are visually striking and can serve as a reminder that you’re still in business—in spite of the COVID-19 pandemic. 

Get Started with COVID-Friendly Marketing Today

Based in New Orleans, Pel-Hughes is a woman-owned enterprise that offers in-house printing and fulfillment. From direct mail campaigns to oversized items like window adhesives, signage, and floor graphics, Pel-Hughes can help you take your marketing to the next level. 

Our team of printing professionals and graphic designers can help you bring your brand’s vision to fruition. If you are interested in learning more about our services, we encourage you to fill out this simple contact form to request a quote. We can help you develop a print marketing plan that meets your unique needs. 

Visit our website to learn more. 

How is Product Fulfillment Different from Collateral Fulfillment?

Product fulfillment and collateral fulfillment involves the storage and distribution of different types of items. Collateral fulfilment refers to the warehousing and distribution of print materials used in marketing such as direct mail pieces, brochures, and signage. Product fulfillment, on the other hand, refers to the storage and distribution of consumer goods like t-shirts, water bottles, and other promotional items.  

Space Considerations 

Storage needs for product and collateral are quite different. For example, tens of thousands of pieces of print materials can be stored in just a few square feet while product storage takes substantially more space. In many cases, product storage can exceed collateral storage by ten times.  

This is why many printing companies work with other companies for the storage, handling, and distribution of products.  

Handling Differences 

Distributing product and collateral involves different practices, too. Product can be much heavier or contained in much bulkier packaging. Collateral packaging usually utilizes cardboard while product packaging can utilize aluminum, glass, and or plastic. When products are stored, different filler materials are used to maintain their shape and packaging.  

The scope of handling products is quite different from handling collateral. The expertise of other warehousing companies can be invaluable in ensuring that the integrity of products stays intact and is distributed in an effective manner.  

Distributing products will likely involve skid shipping through “less-than-truckload” (LTL) carriers. Collateral, on the other hand, can be distributed through regular package carriers. 

There are a number of services that product fulfillers can provide that many collateral fulfillers cannot. Some of these include: 

  • Bundling products into sets 
  • Kitting product with collateral materials 
  • Packaging and shipping large quantities of product with LTL carriers 
  • Applying UPC labels to products  
  • Generating graphic intensive display cartons 

Tracking Orders with Pel Hughes 

Our team at Pel Hughes prides ourselves on delivering exceptional client service. This is why we offer an interface called “Storefront” that allows our clients to place orders, view their orders, check the status of their orders, manage inventory, and house an online content library with brand-approved materials. Storefront also integrates with UPS and FedEx. This interface makes managing your collateral—from conception and print to distribution—efficient and effective.  

Pel Hughes is a woman-owned enterprise that serves companies in numerous industries—including healthcare, education, finance, and small businesses. If you need assistance with specialty projects, direct mail campaigns, or database management, give us a call at (504) 486-8646 or fill out a contact form on our website. 

How to Start a Results-Driven Content Strategy

When it comes to digital marketing, content is king. Original content will drive traffic to your digital channels, build your brand, and convert consumers into customers. Developing a content strategy is a serious undertaking as results are not guaranteed. How you approach your content strategy should be determined by how your industry operates, what makes your business special, and the behaviors of your target consumer.  

Content can involve many things. It can include posts on social media, blog pieces, static copy on your web page, and e-mail subscriptions like newsletters. Effective content is engaging to consumers but also friendly to Google’s algorithms. Essentially, your content is digital real estate that should elevate your brand.  

Developing a results-driven content strategy involves planning and research. Here’s a few helpful tips to get you started. 

#1 Define Your Goals and Your Mission 

Before you can develop a content strategy, you need to determine what your goals are. Is it to convey important messages about your brand? Or perhaps you want to climb rankings on search engine results pages (SERPs). Some businesses may want a content strategy that’s driven by sales conversions alone.  

Defining your needs and your goals will help you tailor your approach to content marketing that suits your business.  

#2 Research Your Audience 

You will likely have to please more than just your targeted consumer. Digital marketing involves reaching primary and secondary audiences. This includes pleasing Google and other search engines. Learning the best practices for appealing to potential customers and Google’s robots is the best way to proceed.  

When it comes to reaching consumers, data about their preferences, spending habits, and interests can help you develop content that meets their needs. Similarly, pleasing search engines means you should develop content that helps them filter information about your industry. Keyword-rich content is essential to enjoying great SERP rankings. 

#3 Study SEO 

SEO (search engine optimization) is one of the most important components of your content strategy. You will need to research the keywords that your target demographic uses to find businesses like yours. If you run a dental practice, for instance, keywords like “family dentist” or “teeth whitening” will become an important component of your content strategy. Understanding how these keywords will affect your rankings will serve as a guide for your content strategy development.  

#4 Understand Your Buyers’ Journey 

The first visit to your website and your blog may not result in a purchase or an appointment booked. Understanding the journey of a consumer—from discovery of your brand to a sale—is an important component of content marketing. With this journey in mind, you can focus on developing content that is helpful and develops a sense of trust. Going back to the example of a dental practice, your content could serve as patient education that brands you as a local and trustworthy expert.  

# 5 Determine How You Will Distribute Your Content 

While parking content on a blog and website is standard practice, you need to develop a plan for generating traffic. This could include posting excerpts and links to your blog on your social channels and sending newsletters via e-mail to existing clientele. Content can also be repurposed into video and infographic format, which can also be published on YouTube and social media.  

Once you’ve developed a game plan for your content strategy, you will likely need to consult with professional marketers, graphic designers, and web developers. Pel Hughes offers database management and support. If you need help developing a great database to distribute your content, give us a call at (504) 486-8646. You can also visit our blog for helpful information on print advertising and digital marketing. 

Why Print Advertising is Still Important for Your Marketing

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Print advertising might be in decline during the digital age but it’s not dead. The truth is that print advertising is still relevant, even in the time of Covid-19. If you provide a service-based business or have a brick-and-mortar store, you absolutely need to tap into effective methods of print advertising. From mailing circulars and promotional offers to having catalogues, print advertising can take your business to the next level.  

Our team at Pel Hughes has compiled some compelling reasons that demonstrate how important print advertising is in the modern age.  

#1 If you interface with your customers/clients in person, print will always be valuable.  

Unless you’re running a web-based business, print advertising should have a place in your marketing budget. Whether that’s coupons handed out at the point of sale or mailing promotional offers to your community, print advertising can boost sales and bring more customers to your door.  

#2 Luxury customers enjoy print.  

Let’s say you run a high-end boutique. Luxury customers tend to value print advertising over digital. Sending a seasonal or yearly catalogue to recurring customers might encourage them to leave their homes and shop in person.  

#3 Print advertising can complement your digital marketing efforts.  

Print and digital don’t have to be in competition; in fact, they can complement each other. Print advertising can offer incentives such as special offers or insider information to recipients who follow you on social media or sign up for newsletters with their e-mail address. This can help beef up your digital presence while engaging with your community.  

#4 Digital advertising isn’t tangible.  

If your business involves aesthetics and design, print still has a place. Whether that’s having brochures and/or glossy catalogues, you will likely need a combination of print and digital to get your message across. Print advertising evokes the sense of touch, too. High quality paper with texture can leave a lasting impression on potential clients and customers.  

#5 Print can enhance sales—especially during a pandemic.  

COVID-19 has changed the way people interact with one another. A firm handshake or having a one-on-one discussion in close quarters could be deadly. This fear has affected traditional sales. Having an eye-catching brochure or a well-designed presentation folder can help you sell what your brand has to offer. 

#6 Direct mail still resonates with consumers.  

Coupons, postcards, and promotional offers still translate to sales. Developing a great direct mail campaign has a higher ROI than e-mail marketing and digital ads. In fact, direct mail is a great way to engage with consumers from diverse demographics—especially since direct mail campaigns are seen as the most trustworthy form of advertising.  

While digital marketing has certainly changed the landscape of print advertising, it hasn’t made print obsolete. If you need help with print advertising, our experts at Pel Hughes can help. We have a team of seasoned professionals and use the latest printing technology. Give us a call at (504) 486-8646 to learn more.

How to Get Your Retail Store Ready After COVID Lockdowns

Business owners are reeling from the effects of the COVID-19 pandemic. While the threat of this virus is not over, there are a number of communities that have been able to get the pandemic under control. As brick and mortar stores are allowed to re-open, it leaves business owners with lingering questions. Re-opening a store after lockdowns is a cumbersome task; business owners have to take all measures necessary to protect their employees and the public.  

If you’re feeling overwhelmed with the thought of re-opening your business during an unprecedented pandemic, here’s some helpful information to get you started.  

Check with Local and State Governments 

Before you can open up, it’s important to make sure you understand all regulations set forth by your city, county, and state. Many government websites have informative checklists, re-opening guidelines, and other resources to help you understand best practices for doing business during COVID-19. You can visit coronavirus.gov for more information and resources. 

If anything is unclear, give the appropriate government organizations and agencies a call. It’s best to have a complete understanding of how you are expected to conduct your business in a way that’s safe for you, your employees, and your customers.  

Developing a Cleaning and Sanitizing Protocol 

Since the pandemic will be an ongoing concern for a while, it’s wise to have a system in place to keep your store as sanitary and clean as possible. This could mean a cleaning protocol of wiping down high-contact surfaces like door handles and cleaning public restrooms with appropriate disinfectants. It is also helpful to place hand sanitizing stations at the cash register, entrances, and near restrooms. 

You also will need to have a streamlined plan of attack in the event that someone is exposed to COVID while at your store. This may involve cleaning various parts of your business with disinfectants or closing shop to quarantine your staff. All employees should have clear instructions for daily cleaning and disinfecting as well as clear procedures for disinfecting the store after potential exposure to COVID. 

The EPA has published a list of effective disinfecting products for COVID-19, which you can view by clicking here. Be sure to place copies of product usage directions where your employees can find them. Improperly or inadequately using disinfectants will affect their efficacy.  

Purchase PPE and Other Protective Products 

You and your employees will need personal protective equipment (PPE). Face masks, especially the N95 variety, can greatly reduce your risk of infection and transmission. Nitrile gloves are also helpful for lowering risks to employees and customers. Your store should be well-stocked with hand sanitizer and hand soap.  

If you decide to utilize plastic partitions at cash registers, it is important to purchase what you need and install it before opening.  

Have Appropriate Signage 

Your customers will likely experience some fear and hesitation about being in public again. Signage can help assuage their fears and establish what you expect from your patrons. Requiring face masks before entry is an important element in controlling the spread of COVID-19. Hanging well-made signs in your storefronts and throughout your store dictating your policy on mask wearing is important. You can also have signage that details what steps you and your employees are taking to keep everyone safe.  

If you need help printing materials such as signage or want to send out direct mail before you open, give our experts at Pel Hughes a call at (504) 486-8646. We offer database support, a team of skilled graphic designers, and in-house printing for all your business needs. 

Promotional materials give your business a boost!

In today’s growing sea of brands and promotional messages, it’s easier than ever for your name to get lost in the crowd. With so many brands for consumers to choose from, it doesn’t really seem to matter if your product or service is the best of the best – if they can’t remember which one you are, your quality is irrelevant. 

So, are you looking for a way to break through the noise?  

Take a look in your laptop bag, work desk, purse, or home office. There’s a good chance you have and use a number of promotional products. From branded coffee mugs to pens and mouse pads, 80% of consumers own promotional products. Of this 80%, over 50% use a promotional product each week. The statistics on promotional products get more compelling. Of those who have promotional products, about 85% of them did business with the brand after receiving a promotional item. Studies show that promotional products increase favorable impressions of brands, which helps convert potential consumers into loyal customers.  

Choosing the Right Promotional Products 

Promotional materials that are actually useful might just be an option worth pursuing. 

So how should you choose what kind of item to give

 In a 2011 article written by the New York Times, you should follow three main rules: 

  • Give an item that your audience will use in the environment where they decide whether or not to use your product or service – put your name in front of them where they’re make their decisions 
  • Differentiate your message – make it clever, make it unique 
  • Personalize the message. People love to see their own names. 

Promotional Products from Pel Hughes  

At Pel Hughes, we’re big believers in promotional materials. 

We can make personalized products such as: 

  • PopSockets (rubber handles used to make large smartphones easier to hold) 
  • Pens 
  • Hats 
  • Tumblers (including coveted YETI cups) 
  • Coffee mugs 
  • Drawstring backpacks 
  • Stress balls 
  • Golf shirts 
  • Reusable grocery bags 
  • An assortment of reusable face masks and neck gaiters—a great way to send the message that your company cares about the health of your employees and your customers.  
  • Hand sanitizers with convenient clips to attach to keychains, purses, and backpacks.  
  • Cell phone stands 
  • Umbrellas 
  • Fanny packs 

And that’s just to name a few; we offer an abundance of personalized promotional products that have practical uses for your employees and your customers. We even have a curated list of PPE to help keep employees and consumers safe through COVID-19.  

When and Where to Give Out Promotional Products 

Once you’ve selected the promotional products you want, it’s wise to develop the best strategies to reap the benefits of giving out branded materials. Branded products are a great way to welcome new customers. Perhaps you own a small business in the service industry, giving a new a goodie bag is a great way to set the tone for your new business relationship. Goodie bags with mouse pads, pens, and PPE are ideal for new hires, too.  

Other great settings for handing out promotional products include: 

  • Seminars 
  • Trade shows 
  • Career days 
  • Customer appreciation initiatives 

Thinking promotional materials might be a good strategy for your business in 2020? Whether you need to update your logo or select the right promotional products to suit your industry, Pel Hughes is here to get you started. Call us at (504) 486-8646 to speak with one of our experts.

How to Scale Your Marketing Plans

There is no one size fits all approach to marketing. Companies of different sizes and various industries can have diverse needs. The preferences of their customers can vary substantially, too. Most small and medium size companies have to keep a close eye on costs; they also need their marketing initiatives to be effective. When getting the most bang for your buck matters, it’s important to scale your marketing plans to suit your company’s unique needs.

Following are a few tips to consider before allocating funds from your marketing budget to a campaign.

Develop a Deeper Understanding of Your Customers 

One of the biggest mistakes you can make with marketing is to deploy a marketing campaign before really understanding your customers. Before you commit funds to a marketing initiative, your company needs to develop a thorough understanding of your customers and their needs. This might mean that you need to perform market research, learn about how your competitors strategies, or send out surveys to existing clientele.

Match the Perception of Your Business with Its Real Public Image 

No matter what anyone says, business can be personal—especially if you’re running the show. Business leaders are as committed to their companies as they are their personal lives. This means we might wear rose-colored glasses when it comes to understanding how our goods and services are perceived by our customers and community.

Getting the actual pulse on how your business is perceived will involve some research. Maybe you need to revisit old e-mails from unhappy customers, read through reviews left online, and solicit a dialogue with those who’ve done business with you before. Compiling this data and analyzing it can help you determine areas that need improvement and how to rehabilitate your business’ image. This can change the shape of how your marketing efforts will play out but it will certainly improve its effectiveness.

Determine What Makes Your Company Unique 

Every great marketing campaign has an angle. Most of the time, a marketing angle is derived from the characteristics that make a company and its offerings unique to the market. You can start this process by determining what makes your company unique. Make a list of what you do and how you do it that differs from your competitors. Many effective marketing and branding strategies are derived from the elements that define a business’ products, services, and mission.

Maximize Your Foothold in the Digital Space 

In a post-COVID 19 world, more and more people are doing business online. From online shopping to contactless delivery, brick and mortar operations have taken a backseat to digital. Even generations older than millennials are learning to buy groceries with Instacart and purchase cars online. Digital businesses were thriving before COVID 19 but now, developing a strong digital presence is necessary for survival. Allocating most of your marketing to websites, blogging, e-mail newsletters, and social media will likely yield you the best results for your money.

Digital marketing can be quite complicated so it’s wise to consult with professionals. When it comes to marketing, it’s important to get it as right as you can the first time around. A poorly-executed marketing strategy is a waste of your time and your money.

Pel Hughes provides printing, marketing support, and data processing for companies of all sizes in diverse industries. Check back with our blog for helpful business tips.

Should You Invest in a Corporate Brochure?

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In the last couple of decades, online initiatives like websites and social media have taken the spotlight when it comes to marketing. While digital marketing is definitely worthwhile for building a brand and increasing sales, there are still many reasons to invest in conventional marketing efforts.  Although many businesses prefer to skip phone books and magazines for advertisements on Instagram and Google AdWords, there should still be room in corporate budgets for some print marketing. One aspect of traditional marketing that still serves companies of all sizes is the corporate brochure.

What Makes a Great Corporate Brochure 

The brochure has limited space; after all, it’s just a tri-fold piece of paper. We’ve all seen them taped to our front doors to advertise a local roofing company or to promote a tourist attraction near a hotel we are staying in. Since space is sparse, a brochure’s content should be attention-grabbing, concise, and informative.

Great corporate brochures typically have a strong handle on the following elements:

  • A defined audience: determine what’s important to your potential customers. Is it your company’s expertise? Is it your approach to service? Or perhaps it’s your affordable offerings. The aspects that make your company unique and the aspects that impress your existing clientele should be a focal point of the content throughout your brochure.

 

  • Sharp, attention-grabbing photos: select images that will appeal to your potential customers. This means you can’t waste space on a brochure with pictures of your office building. Photos need to convey what your business can do for your clients. This means if you run a catering service, small but clear images of delectable meals would provide a powerful illustration of what makes your company stand out from your competition.

 

  • A professional appearance: make sure your brochure looks polished. A messy brochure with lackluster copy is not worth your time or money. Your brochure needs to make a memorable impression. This means that you should consult experts at graphic design, printing, and copywriting. Their feedback can help you avoid embarrassing faux paus like Comic Sans font, poor color combinations, or misspelled words.

 

  • A good use of headings: a heading can help summarize the content of your brochure. People skim copy; they’re busy. Headings should help grab attention.

 

  • Condensed copy with bullet points: consumers love bullet points online and in print. It makes skimming and comprehending your copy quick and easy.

 

  • A strong call to action that incentivizes customers: an incentive will help nudge a potential client to act quickly. Great incentives are promotional offers and discounts.

 

  • Customers have a clear course of action: this means your contact information and website’s URL should be easy to find.

 

  • High quality paper: the paper used for your brochure should be thick and sturdy. Thin and flimsy paper could send the wrong message. Besides, thin paper may not stand up to the bottom of your customer’s purse or satchel.

While many forms of traditional marketing have moved to the digital space, the brochure is one that shouldn’t be overlooked. Corporate brochures can be an affordable marketing tool—especially when compared to print, radio, and television advertisements.

3 Ideas For A/B Testing in Email Marketing

It’s now well proven that email marketing is one of the best digital marketing strategies in terms of return on investment (ROI). If you have any doubt, here are a few statistics that may help:

  • 80% of retail marketers and professionals credit email marketing as their greatest tool for customer retention,
  • Consumers who purchase through email spend 138% more than those who don’t receive orders by email
  • 59% of B2B marketers credit email as their most effective channel for revenue generation

The success of email marketing means that marketing teams are constantly trying to determine the best ways to utilize this tool, and how they can reach their audience in more personal and meaningful ways. One of the tried and true methods is to use A/B testing on your email marketing efforts. Below are three ideas for using A/B testing in your email marketing strategy.

 

  • Subject Lines

 

Believe it or not, something as simple as the subject line of an email can have profound impacts on your audience. And if you think about it, it makes sense. You may have extraordinary content in your newsletter that will benefit your readers, however, if a subject line doesn’t entice them to open the message, all can be lost. These “first impressions” are very powerful, and it’s important to get them right.

Don’t worry, we’re here to help. In order to make sure you’re getting the best out of your subject lines, consider the following A/B test:

Divide your email distribution list into two separate groups. Send the first group your newsletter with a generic subject line such as, “[Company Name’s] Newsletter”.

Then, send the second group your newsletter with a more descriptive subject line that includes topics from the body of the email. For example, if the articles in your newsletter discuss QR codes, customer service, and best practices for putting on a webinar, the subject line might be “QR Codes, Customer Service, Best Practices for a Webinar and More”.

After sending out the email (and waiting a little bit for your readers to receive and open it), check your data analytics to see if one subject line was opened more frequently and garnished more “click-throughs” than the other.

Remember, the subject line of an email is your first (and often only) chance to get your readers to engage with your material. Take the time to get it right by A/B testing your subject line.

 

  • Personalization 

 

Building off of the effectiveness of a well-tailored subject line, we can take that one step further and personalize it. According to a recent study, the single most impactful word that can be added to a subject line is the recipient’s name. However, that same study also reveals that not all attempts at personalization are created equal.

One way to determine how effective you can be with personalization is by A/B testing whether or not adding a first name leads to higher reader engagement. For example, segment your list into multiple groups, then deliver a very general introduction to one group, a more personalized line to another, and finally a hyper-personal message to another.

For the latter, you can use more than a name, and include something like a personalized URL on a direct mail piece. At the end of your campaign, take a look at your analytics and see how recipients responded to the different strategies. (Let us know if they respond more to the generic message – this would be a first for us.)

 

  • “The Giveaway”

 

It’s no secret that the main goal for email and direct mail campaigns is to generate leads. Companies want to attract consumers to their product, and hopefully keep them there by building brand loyalty and genuine customer satisfaction. Generally, we’ve found that one of the best ways to attract initial consumers is through some type of giveaway campaign.

The best way to test the effectiveness of “the giveaway” is to run an A/B test to see how it works on your target audience. Take this example of a paving company that split their recipients into three separate groups, and pushed out direct mail accordingly. The three groups were:

  1. Received a direct mailer that contained an offer for a gift card to an ice-cream shop.
  2. Received a direct mailer that contained an offer for a DVD and informational kit on the paving company’s products.
  3. Received a direct mailer that contained no special offer whatsoever.

In this case, the paving company had more replies from people that received the DVD and informational kit on their company. Surprised? So were they. But the A/B test showed them something they didn’t expect, and they were glad they ended up running the test.

Are you curious as to how your target audience will respond? There’s only one way to find out…start testing!