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