The brand then re-entered the mailbox with a back test campaign featuring new creative that leveraged the digital pre-testing learnings. In parallel to the incremental testing, digital pre-testing (pre-testing possible creative elements of the direct mail campaign in a digital environment) was also taking place to zero in on copy and positioning variations that performed well with the target audience. This initial test promptly earned a 19% lift over the pseudo control.įrom there, SeQuel conducted some smaller incremental testing to explore other creative elements such as official vs. Taking a big swing for the fences, the brand entered the market with SeQuel’s FaQtor Test methodology to test a total of four creative concepts. In addition to leveraging our own learnings over the years, the creative team also examined mail pieces sent by the brand’s competitors – ultimately executing three additional concepts. SeQuel’s experience with the debt consolidation industry allowed the creative team to design a pseudo control to create a performance baseline and measure against during testing. The list and offer were already positioned to perform for this campaign, so the overall direct mail design and creative testing strategy became the priority. There are four components to every successful direct mail campaign: list, offer, creative, and digital integration. Partnering with a proven direct response marketing agency who has success in the space was the brand’s first step. The creative strategy for this acquisition campaign needed to be developed from the ground-up, as there was no existing program or direct mail design to reference. The audience targeting data came direct from a credit bureau. The ChallengeĪ credit card consolidation loan company was ready to launch into the mail channel with a pre-screen campaign that featured a firm offer of credit. This article will detail the creative process one DTC brand followed to launch a direct mail program that achieved a 56% lift in sales rate in just 12 short months.
#Direct mail designer how to#
Although this process aligns with the approach to launching into any new direct marketing channel, the most common problem endured by unexperienced mailers is how to build a sustainable creative testing strategy. Rather, a winning direct mail design is the result of a refined blend of strategic testing, industry research, and creative best practices. Rarely do new brands launch into the mail channel with a performing direct mail piece fueled by just one great idea.
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