One of the biggest challenges real estate agents and marketing teams face is:
How do we know if our campaigns are going to be effective?
Split testing, also known as A/B testing, is one of the most powerful strategies when it comes to figuring out which campaign will generate the most leads and give you the most effective direct mail campaign.
The practice of split testing has been used since the days of magazine and newspaper ads and is commonly used with websites, specifically sales landing pages.
In this article, we will explore some of the most important keys to ensuring that your split testing campaign reaps the desired results.
How Does Split Testing Work?
Split testing is the process of comparing the outcomes of two distinct advertisements that promote the same product or service. The variations between the tested items can range from minor details, such as different font colors or sizes, to more substantial differences involving completely different campaign designs.
This method allows agents to pinpoint which elements of their direct mailers are most effective at engaging their target audience.
By conducting these tests, agents can methodically evaluate the impact of specific changes to their direct mail campaigns. This approach helps identify the most effective strategies for increasing customer engagement and improving conversion rates. Ultimately, split testing is invaluable for refining marketing tactics, ensuring that each campaign is optimized to meet its objectives more successfully.
After creating their direct mail postcards, agents will send 500 to Group A and another 500 to Group B and repeat the mailing process every week for eight weeks. This process allows agents to easily identify the most effective direct mail campaign.
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How To Measure Split Testing in Direct Mail?
Unlike a website or Google Ad campaign, where click-through rates are easily measured, direct mail presents a different challenge. In the days of print-only advertisements, a unique phone number for each test campaign was the easiest way to determine which campaign would generate the most prospective leads.
Utilizing two different phone numbers is still an effective strategy and far less expensive than it would have been 20 years ago. When split testing, one number can be the agent’s cell phone, and the other can be a Google Voice phone number, which can be set up for free with the same area code and even include a voicemail greeting.
If split testing with different phone numbers seems a bit archaic, a few other options include using separate URLs for each campaign, different QR Codes, or different SMS Short Codes for prospective clients to text.
Benefits of Split Testing
By systematically comparing different versions of their mailings in an effective direct mail campaign, agents can gain invaluable insights into what resonates most effectively with their target audience. This repetitive process allows agents to refine their messaging, design, and targeting strategies, ultimately maximizing the impact of their campaigns. Through this targeted approach, agents can ensure that every element of their direct mail aligns with the preferences and behaviors of their intended recipients, enhancing both the response rate and the overall success of the campaign.
One of the primary benefits of split testing in direct mail is its ability to enhance response rates. By testing variations in elements such as headline wording, imagery, call-to-action placement, and offer presentation, agents can identify the most compelling combinations that drive action.
This data-driven approach enables agents to allocate their resources more efficiently, focusing on tactics that yield the highest returns on investment. By using split testing, agents can optimize their direct mail efforts, achieving greater engagement, conversions, and, ultimately, business success.
Further adding to the importance of split testing, it also allows for a deeper understanding of the target audience’s preferences and behaviors. For example, agents might discover that certain demographics respond better to specific types of imagery or messaging tones. This level of granularity not only improves the effectiveness of individual campaigns but also enhances the overall marketing strategy by tailoring communications to meet the unique needs and expectations of different segments within the market.
Split testing contributes to the continuous improvement of marketing techniques. Each campaign provides valuable lessons that can be applied to subsequent initiatives. This continuous learning process creates a culture of innovation and adaptation, ensuring that marketing methods stay relevant and impactful in a competitive market. Agents who embrace this systematic approach to testing and learning can maintain a significant advantage over those who do not, leading to sustained growth and profitability.
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Moving Forward After Split Testing
Ultimately, the goal should be to have a direct mail campaign that achieves the results that will allow you to send one style of postcard to your entire targeted area. However, it is important to understand that split testing is not a one-time deal.
It is common for two different campaigns to achieve zero results, especially for real estate agencies that are just getting started. The key is not to be discouraged, to figure out where the next campaign can be improved, and to try again. Above all else, it is essential to stay consistent throughout the process.
However, once you create that polished direct mail postcard that consistently gets the phone ringing, you can ramp up the scale with confidence.
Have you produced a split-tested direct mail campaign? If so, what was your experience like? Let us know in the comments below.
If you are ready to step up your marketing game and get listings, Wise Pelican’s real estate postcards are a fantastic place to start!
