So you track your responses. Say you sent out 5,000 “A” postcards and 5,000
“B” postcards. You got 83 calls from Postcard A, and 60 calls from Postcard B.
Postcard A is the winner, right? Not necessarily.
Look at all of the numbers. How many of those callers made appointments?
What kind of services did they require? In other words, what was the quality of
the leads? What was your ROI?
Here’s an example:
Postcards 5,000 5,000
Campaign cost $1,200 $1,200
Calls 83 60
New patients generated 10 15
Average revenue per new patient in the first year $1,000 $1,000
Total campaign revenue $10,000 $15,000
ROI 733% 1,150%
In this case, even though Postcard A got more initial calls, Postcard B actually
generated more ROI, making it the winner. Postcard B should be your new
postcard as well as the control for your next split test.
Whichever aspect of your campaign you change, give it at least three
mailings over a period of at least three months before analyzing the results, for
two reasons: (1) Calls will start coming in four to six weeks after each mailing,
and it can take months for patients to come in for their frst appointments; and
( 2) most prospective patients need to see your marketing message more than
once before they’ll respond to it.
Tink about it. How many times have you seen the same commercial over
and over? Tere’s a good reason. People need to hear your message multiple
times before it sinks in. Repetition is vital. In fact, 70% of our successful dental
clients send their postcards at least twice, and 60% mail them three times or
more. So before you decide a new postcard design isn’t working, make sure
you’ve sent it at least three times.
Tere you have it. When you feel the urge to change up your postcards, you
need to test, test, test until you get it right!
Have a dental marketing
question? Send it to me at JessicaL@
PostcardMania.com, and you might be
Jessica Lalau is
the director of
and social media at
specializing in direct mail. Since its
founding in 1998, PostcardMania has
delivered results-driven marketing
campaigns for more than 4,600 den-
tal professionals across the nation. To
request free dental industry postcard
samples (with postage included), visit
WHICHEVER ASPECT OF YOUR CAMPAIGN YOU CHANGE,
GIVE IT AT LEAST THREE MAILINGS OVER A PERIOD
OF AT LEAST THREE MONTHS BEFORE
ANALYZING THE RESULTS.