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Posts tagged ‘testing’

28
Apr

What’s In It For Me?

What's In It For Me?Upon receiving your mail piece, the first question that any prospect will ask is, What’s in it for me? Or, more explicitly, Why should I bother to:
  1. Open your envelope or read your mail piece?
  2. Seriously consider your proposition?
  3. Accept your offer?
  4. Take the steps necessary to follow through on that impulse – i.e., stop what I’m doing and call your toll-free number, or visit your web site?

Whether you are selling fitness equipment or complex technological systems, the copy has to make absolutely clear what the product or service will do for the consumer.

 And what he or she wants to know is:
  • Will it make me smarter?
  • Will it make me money?
  • Will it save me money?
  • Will it save me time?
  • Will it help me get ahead at work?
  • Will it make me more attractive?
  • Will it make people like me?
  • Will it impress other people?
  • Will it give me more control?
  • Will it protect me from harm?
  • Will it make me feel good about buying or using it?

Please remember that potential customers are interested in the personal benefits they’ll receive from using or owning your product. And chances are, the things they’d like it to do for them are somewhere on the list above.

If you can’t make them smarter, richer, more attractive, more powerful, or more productive… or if you can’t make their lives easier, more enjoyable, more rewarding, or more fun – consumers would just as soon give their money to someone else who can.

Continue the Conversation: FNBR can be reached Toll Free at 1-888-988-8148 or via email at info@fnbr.com.

11
Mar

When should you retire a marketing campaign?

In an ideal world, the answer to the above question would be never. In reality, all direct mail campaigns will get tired at some point. However before you scrap your current mailing campaign and design a new one, you should consider the following:
Vintage Postcard

Has your mailing campaign become tired or are you tired of it? If your current campaign is still producing good results, then leave it alone. If you are still receiving a good return on your investment (ROI) then now is not the time to totally redesign your mailing campaign.

If your campaign is still working, but your ROI has slipped somewhat, then try tweaking your current mailing campaign. Slight changes to the message, design or even the color may get your ROI back to the level you expect.

When you feel like you are getting close to needing a brand new campaign, test market the new design while the old campaign is still working. Try a 75% / 25% split of the old and new campaigns in the same mailings and monitor the results of the new design. See “Maximize your ROI by Test Marketing” and “Producing Success” on our blog.

Lastly, when you have decided that it is time to try a newly designed campaign, don’t discard the old one. You may find that it will work well for you again in the future without the start-up costs of a brand new campaign.

Continue the Conversation
Need help with tweaking an existing marketing campaign or starting over with a new one?  If so, call FNBR at 888-988-8148 or email us info@fnbr.com.
15
May

The 2% Myth

A common direct mail marketing myth is that unless a mailing gets a 2% response, it’s a failure. The truth is response rate alone does not tell the whole story.

Example
Let’s say you’re selling a $2,000 water purification system and your profit margin is 40% on each unit sold ($800 gross profit per unit sold).  You mail 1,000 postcards with a total marketing investment of $525.00 which includes the printing, postage and mailing services.* From your mailing you get 3 orders. If you only look at the response rate, you might consider this mailing a failure because the response rate was 0.3%.

However, if your look at your Return on Investment (ROI) you’ll see an entirely different picture. With marketing, it’s a good idea to calculate your ROI based on your gross profit, not your gross revenue. Let’s take a look at the ROI and see why…

ROI
The ROI formula is your Gross Profit minus your Marketing Investment divided by your Marketing Investment = ROI. ROI is normally expressed as a percentage so multiply your result by 100 to convert to a percentage.

Gross Profit: $2,400.00 (3 orders at $800.00 gross profit per order)
Marketing Investment: $525.00
Your Marketing ROI: 357%

As this example shows, response rate alone does not tell you whether your mailing was a success or not. By also tracking your ROI you’ll be able to make more informed marketing decisions.

Continue the Conversation
Call FNBR Inc. at 888-988-8148 or send us an email at info@fnbr.com

*Based on digitally printing a 5.5” x 8.5” postcard, with data supplied by client and mailing Standard Mail (postage rates as of 4/17/11).

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