| Get the best results from your marketing testing. |
|
 |
2024 |Vol. 23|Issue 10 |
Get the Best Results from Your Marketing Testing – Top Do's for Testing
Testing...As marketers, we know that it's important. It helps improve program performance by identifying what works better and helps you get more bang out of your precious marketing bucks.
We test new messaging, channels, lists, creative, etc. Let's face it, it can be overwhelming to know how to elevate your testing and program performance. So, let's break it down and discuss testing priorities.
Test for Impact
When planning your campaigns, prioritize testing based on what's likely to have the most impact on your campaign and on your results.
- Lists/Audiences contribute more than anything else to marketing success. It's critical to target the right prospects in your campaigns. Testing can help you find prospects that are most responsive. Test lists and audiences frequently!
- Offer is the next big contributor to marketing success—the incentive you offer prospects to inspire them to join NOW. Find the thing that will entice them the most to join, the items that they "must have." Examples in your membership recruitment campaigns: dues discounts, discounts on conference registration, premiums.
- Creative can have a big impact on results. From messaging to layout, landing pages to subject lines...test your creative often.
- Channel choice is important as well. Test to find the best mix...where you can reach your target audiences. Whether direct mail, email, or digital, don't stay away from certain channels because you think they don't work. Continue to test channels either alone or in combination with others to get your best results.
Now that we've reviewed what to test, let's talk about how to do it.
How to Test
Implement the three "golden rules" for your marketing testing:
- Test One Thing at a Time: Use A/B testing, where your campaign is split into two parts with only one difference between them. For example, if you have a win-back email to lapsed members, test different offers (e.g., a free webinar vs. a free water bottle) with the same subject line. The only difference is the offer, so any difference in response rates is due to the offer.
- Use a Representative Sample: Ensure your test cell is a randomized sample representative of the whole list.
- Use Conversion Tracking and Reporting: Set up conversion tracking and reporting to measure your results accurately. This could involve using promotion codes and doing a member matchback to match respondents to your prospect file. This setup lets you measure test performance accurately and pick winners based on response rate and ROI.
Give these testing tips a go in your marketing program. We're confident you'll see positive results!
Want to learn more about testing strategies? Reach out to Jana Darling at [email protected].
Written by Jacqueline Zeranski, Account Director |
|
| Resources from the MGI Knowledge Bank |
| We're officially in the 4th quarter of the year and you know what that means.... it's budget season. Our latest webinar will give you the tools you need to walk into budget negotiations with confidence so you can ask for what you need - more budget money that your recruitment program deserves. Watch Now! |
|
|
| Now in its 16th year the Membership Marketing Benchmarking Report is here for your latest free download. Get insights into the strategies and tactics that have driven association membership results over the past year. Download today. |
|
|
|
|
|
|
|
Marketing General Incorporated | 625 North Washington Street, Suite 450 | Alexandria, VA 22314
ph 703.739.1000 | toll free 800.644.6646 | fx 703.549.6057 | [email protected]
© 2024 MGI
The ™ herein are the property of Marketing General Incorporated.
The MGI Tipster is the intellectual property of Marketing General Incorporated and is intended for the sole use of our clients and friends.
Is this email not displaying correctly? View in browser.
To unsubscribe from this monthly newsletter, please click here. |
|
|
|
