DIRECTOR OF MARKETING COMMUNICATIONS, PUBLIC RELATIONS,
AND SOCIAL MEDIA, POSTCARDMANIA
It’s awesome that your postcards are getting good results. Well done!
As far as changing the design, you need to proceed with caution if you’re
already getting a great ROI. If you’re feeling the urge to switch things up, don’t
just scrap your postcard and start a new campaign from scratch. Start slowly—
and I mean one-change-at-a-time slowly.
I’m talking about split testing, which is also called A/B testing. Split testing
is a method of examining the efectiveness of two similar campaigns by
comparing them directly with the aim of eliminating the losing campaign from
your marketing eforts.
At PostcardMania, we split test everything—including our postcards, our
web pages, and our pay-per-click ads—because we want to make sure we’re
always getting the best results possible. Split testing works especially well for
digital marketing because you can get immediate, detailed reports that make
it easy to determine the winner.
Here’s a split test we did for our pay-per-click advertising:
How often should I
change the look of my
postcard if it is getting
me the number of new
patients I expect?
THE RISK-FREE WAY TO
CHANGE UP A SUCCESSFUL