A/B (and C/D/E/F…) testing is encouraged across all marketing channels. Once a brand becomes an expert in a channel, it’s easy – and fun – to test several aspects of a marketing campaign. In performance direct mail, testing can be across audiences, models, offers, timing, creatives, etc. One of the most fun areas to A/B test is creative, where you start to get a glimpse by testing over campaigns to see if your audience prefers product or lifestyle images. That’s exactly what many long-time Postie clients do regularly. Read on to see just one example of an A/B creative test.
The Challenge
A long-time user of direct mail, this floral delivery and subscription company tested two creatives during a prospecting campaign to see which would knock it out of the park.
The Solution
The brand tested two creatives across the same audience with a 50/50 split in reach and revenue. Both creatives had the same offer; Creative A had a product-focused creative with a more serious tone, Creative B was a lifestyle creative with a cheekier message.
The Results
- Both creatives performed well, proving the prospecting audience selected was appropriate
- Creative A outperformed across all metrics, but only by a small margin
Out of this World Results
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328.92%
ROAS Across both creatives
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$107.61
AOV Across both creatives
