It’s not uncommon to check the temperature of water before you dive in, so it’s no surprise many of our clients turn to A/B testing when using dimensional cards for the first time.
A/B testing is a great way to evaluate the improved response rate you’ll get from using a 3D mailer. We’ve put together a short Q&A to help get you started:
What’s the best way to test dimensional marketing products?
With any experiment, you want to isolate and test one variable at time. That variable is the dimensional card. You also need a control to compare the results to, which will be your traditional mailer.
Evenly divide your recipient list and keep your copy, graphics and marketing message the same for both mailers. The only variation (other than dimension of course) should be a different promotional code or landing page URL for tracking purposes.
What quantities should I compare?
While there’s no maximum, testing on a pool that’s too small allows outliers and abnormalities to have a greater influence on the results. If you only sent out a handful of each card type, and several of your list addresses were bad, the results could be inaccurately skewed toward one side or the other.
We recommend a minimum of 1000 pieces for each mailer when testing. It’s very common for our clients to maintain their normal mailing quantities and divide the list, sending half traditional and half pop-up mailers for their first test.
How do I select a product?
Bigger and pricier will not necessarily increase results. It’s more important to choose a dimensional card that best highlights your product or service. This is done by evaluating the type of pop-up, display or interaction you are looking for. There’s an ideal product for every need and budget.
For example, a company that manufactures tires may want a custom mailer that is round or rotates to drive focus to the product. A provider of medical or technical services may want a FlipBook with the page space needed to present all of their information in a more engaging way. A trade-show invitation StandOut will be displayed, generating additional interest and possible attendees beyond the initial recipient.
What results can I expect to see?
Immediately, the go-to answer is higher response rates for the active promotion. How much higher? Traditionally, dimensional mailers can perform 4-5% better than their flat counterparts. That’s an additional 40-50 responses for every 1000 cards sent.
But in the long run, brand exposure is what turns a company into a household name. Don’t be surprised if on a future visit to a vendor, your 3D mailer is still hanging around on display. We commonly receive feedback of leads and sales coming from dimensional cards years after they were sent, and in fact, it’s something that frequently happens to us! This is a long term benefit that flat mailers simply do not provide.
At 3D, we pride ourselves in helping companies of all sizes market more effectively. To get started on your own 3D mail campaign, contact us today:
3D Paper Graphics – Dimensional mailers and marketing products.
3D Paper Greetings – Event invitations, business cards and holiday cards.