Innovations in Test and Learn Direct Mail Strategies

As brands strive to stand out and connect with audiences more meaningfully, direct mail has continued to be a dynamic marketing channel. By continuously testing new formats, offers, and calls-to-action (CTAs), brands are refining their approach to maximize engagement and response rates.

Here’s a closer look at how some of these innovations are reshaping direct mail marketing and influencing consumer behavior:

Brands built off their core identities to test innovative new formats, ensuring that messaging remained thematically consistent while evolving their mailers in new ways.

American Express, for example, tested several formatting innovations to direct mail pieces advertising its Gold Card after the card’s refresh in July 2024. Most notably, it introduced a campaign that takes on a menu-like format. This offer remained focused on the card’s updated rewards, such as Dunkin’ and Resy credits, as well as maintaining American Express’ aspirational brand tone, encouraging consumers to visualize a luxurious life with their Gold card.

Brands often launched new offers with a smaller volume, opting to test them on a limited audience before deciding on a full-scale rollout. This approach allowed them to gauge performance before wider implementation.

This was especially evident when Chase sent a small volume of 90k bonus points offers for its Sapphire Preferred card midway through 2024. The brand maintained consistent messaging and formatting across the offers, only changing the language on the envelope slightly to highlight the “limited-time offer,” conveying a sense of urgency and differentiating it from the 80k bonus point offer it typically sends. The timing of the updated offer was likely a strategic move by Chase, allowing new cardholders to meet the requirements for the welcome bonus during the summer travel season.

When including calls-to-action (CTAs) in direct mailers, brands sought to toe the line between providing consumers with enough choice to feel in control, without overwhelming them with options.

Bank of America tested a variety of vanity URLs and QR code placements when advertising its checking account. Namely, the brand strategically placed QR codes on envelopes, giving recipients the opportunity to explore offers before even opening the mail. Adding multiple CTAs like vanity URLs paired with QR codes ensured recipients could easily engage through their preferred channel.

To maximize the potential of direct mail, brands should adopt a “test and refine” mindset, continuously experimenting with formats, offers, and CTAs to determine what resonates most with their audience. By aligning messaging with brand identity and audience preferences, leveraging limited rollouts to manage risk, and offering clear yet varied CTAs, marketers can create impactful campaigns that engage consumers at every stage. Above all, tracking campaign performance and iterating based on data is critical to staying competitive and driving long-term success.

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