If you have a direct mail, print advertisement or any other type of offline marketing campaign that you are planning on launching soon, it’s imperative that you spend the time and additional resources to properly test a few different campaign themes/messages.

It’s important to do this specifically because of the costs associated with traditional/offline marketing campaigns. When you’re outlying that amount of capital, it’s important to ensure that you can go to market with the best chance of success.

By leveraging search engines to test messaging themes, marketers can quickly, cost-effectively, and successfully collect the type of data that can provide them with the information to properly determine the most effective campaign theme/message.

The following identifies both benefits and considerations associated with leveraging this technique:

Benefits:

  • Faster data collection
    Online campaign data can be collected within a matter of days or weeks, as testing a direct mail program to a segmented test list for your direct mail file can sometime take months to fully analyze. Online testing provides immediate and actionable data that provides the organization an opportunity to subsequently increase their direct mail campaign’s speed to market tremendously, as well.
  • Lower testing costs
    The costs associated with implementing an online test for your direct mail campaign is significantly lower than the costs associated with creative design, print production, processing and mailing of a direct mail test. As previously mentioned, the data collected online to determine the most effective message or theme for your direct mail campaign can be completed in weeks, as opposed to months.
  • Numerous testing options
    Search marketing provides the ability to quickly test multiple components associated with your direct mail message, including the headline/subject, tone, call to action and any other associated creative elements like images.

Additional Considerations:

It should be noted that the audience demographics associated with Search Engine traffic may vary slightly from those of your direct mail file. Leveraging “negative keywords” may help to mitigate faulty or varying data, as it will limit the traffic types to only the most “qualified” visitors.

Testing methodology

SEM Testing Methodology for Offline Marketing Campaigns

In this example diagram, we are looking to test four separate campaign messages.

The control elements of this type of test would be:

  1. Test duration
  2. Search engines used
  3. The method of ad serving (i.e. using either a CPC or CPM model)
  4. The budget assigned to each ad
  5. The same landing page design

The variable elements for each of these message types would then only be related to:

  1. Ad headlines
  2. Ad copy
  3. Landing page copy

By setting up the test in this regard, we can successfully test which message is most effective by measuring the following categories:

  • Traffic
    • Ad impressions
    • Ad click-throughs
    • Unique number of landing page views
  • Conversion rate
    • Ad clickthrough rate
    • Landing page conversion rate
  • Average gift received / number of names collected (depending upon what the goal of the campaign is)

The winning message(s) in these categories should be proclaimed the “winner” and used in future campaigns.

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