Split Testing For Direct Mail Reponse
Next week we’ll be commencing our first BMV direct mail split test consisting of a small sample of leads across the country. The idea is to refine and establish which methods of direct mail generate the most
a) Calls
b) Qualified Deals
Each group will contain 200 leads split over various postcodes, targeted through the following methods:
1) Self Mailer
Spec: A5, 280gsm Double Sided Full Colour Self Mailer (stamp and address on reverse, message on the front with a clear telephone number & URL for further info)
Message: Stop Repossession Now / Quick Cash Purchase Available
Theory: Lack of envelope means message is seen instantly - overcomes ‘mail opening procrastination’ common when respondents are in debt
2) Personal Letter in C5 Window Envelope
Spec: A4, 100gsm Double Sided Full Colour Letter, in a C5 Windowed Envelope.
Message: Stop Repossession Now / Quick Cash Purchase Available
Theory: Self mailer may be disregarded as junk mail / not passed to homeowner. Envelope will possibly ensure safe passage.
3) Personal Letter in C5 Window Envelope (Soft Sell)
Spec: A4, 100gsm Double Sided Full Colour Letter, in a C5 Windowed Envelope.
Message: Introduce ourselves as a property buying company looking for properties in this area to buy for cash. No mention of repossessions.
Theory: Respondents approaching repossession are often sceptical at this stage of any who claims to have an ‘easy solution’. Soft Sell should generate more call volume out of general interest
Once we get the results (we’ll allow a window of 21 days), we’ll post them here, along with samples of each item used.
Tags: bmv marketing, Direct Mail, Repossession Direct Marketing
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