For as long as I can remember, there has been an ongoing debate about long copy versus short copy in direct response marketing. A recent test result revealed the usual winner in this debate. Remember that in … Read More
When I create a magalog (a sales piece that looks like a magazine), I test two different covers to see which one receives the higher response. It’s counterintuitive, but often the cover with the less professional-looking photo gets a higher … Read More
Testing is critical to any marketing campaign. This applies to graphics, copy, and more. Always test – your results will show you how to boost response…and profits. Here is a test for email subject lines that we recently used for … Read More
It is truly amazing how a slight difference can have an impact on your response. By testing just one aspect of the layout, such as the picture, font size, color or placement of graphics, you can gain valuable data as … Read More
Tests by MarketingExperiments.com revealed that a powerful headline has a greater effect on your click-through rates than body copy when it comes to pay-per-click (PPC) ads. But the question remained, would that headline work better as a statement or a … Read More
This week we’re going to have a little fun and take an elementary school approach to a classic direct mail battle. The postcard versus the envelope. But behind the riddle is a very important direct mail point. See if you … Read More
Let me share a B to B test I did for lead generation. I created a magalog for a software security company called SurfControl. A magalog is a direct mail piece that looks and feels like a magazine—but it’s a … Read More
Through the years, we have found the response between genders can sometimes be surprisingly different depending on the look and copy content of an advertising campaign. Males and females usually respond differently to format, creative approach, color, pictures, offer, benefits … Read More
Harry and David’s site header—which format substantially increased product sales? This test was conducted during Harry and David’s busiest time of year: December – right in the middle of the Christmas season. Their site headers, with a search box and … Read More
The success of your direct mail campaign depends largely on your envelope. If your envelope never gets opened…then your direct mail piece or traditional direct mail sales letter never gets read…and never makes a sale. It’s critical to create “envelope … Read More
Testing is critical, but it can seem overwhelming to many marketers. It is important that you don’t have to completely overhaul your control piece to create a valuable test. We ran a simple test on a reference website, where the … Read More
Avoid the fear-factor when prompting your prospects to buy… It’s common to finish a survey or shopping cart information-gathering field with a “Submit” button using the word “Submit.” It’s used ubiquitously and many would assume that’s because it works. So … Read More
Sometimes you run a test, and you don’t see a lot of difference. Many times, you can see a clear winner. And on occasion, there’s a grand slam! Case in point: How about a headline that wins by an average … Read More
SAP BusinessObjects is a business intelligence software provider that recently tested buttons on its landing page. One version used a typical blue text link for its add-to-cart option. A second version used a big orange button. When the test results … Read More
A powerful headline can grab your audience and prompt your prospects to click, read, share … and respond as a lead or sale. In fact, a headline is 75% of the success or failure of your campaign. What online headlines … Read More
