One crucial discipline of effective direct marketing has actually been to test marketing communications tactics to continuously improve results. There is now an alarming pattern according to a recent study that we conducted amongst business-to-business online marketers who are readers of Sales Lead Report.
Only 24% of the marketing specialists surveyed stated they generally or always check their marketing communications strategies before rolling them out.
The study was completed by 280 of 940 subscribers who received and checked out a scandal sheet of the enewsletter Sales Lead Report.
When asked if they check marketing interactions tactics prior to rolling them out:
Less than 5% (4.5%) stated they always test;
Less than 20% (19.5%) stated they normally test;
27% reported they occasionally test;
Nearly 34% (33.7%) said they seldom test;
15% (15.2%) stated they never test.
In other words, almost half of the survey participants (48.9%) said that they rarely or never test marketing communications strategies prior to presenting their campaigns.
When inquired about the reasons for not testing:
More than 50% (50.7%) said they had no time at all for screening;
Practically a quarter of those surveyed (24.8%) said they had no budget for testing;
More than 16% (16.3%) stated they had no systems for tracking test outcomes;
Just over 8% (8.2%) stated they had no requirement for testing.
The study further showed that fewer than 5% (4.6%) said they constantly test and more than 19% (19.5%) said they generally test marketing communications tactics prior to rolling them out.
Based upon those who do test:
A little over 41% (41.1%) percent said the audience was the most essential thing to test;
Almost 39% (38.7%) stated the deal was the most essential thing to test;
Practically 15% (14.9%) stated the copy was the most crucial thing to test;
Just over 5% (5.38%) stated the media was the most important thing to test.
Effective direct marketers have always promoted the worth of screening in making the scientific choices about their campaigns. In today’s economy, unfortunately, testing seems considered an optional activity; one that is used only for large projects or when prospecting for new audiences.
This is a disconcerting pattern. Because of expense is like playing Russian Roulette with your marketing project, removing testing. In some cases you’ll be safe, and the project will bring outcomes. You’ll never truly comprehend why. And regrettably, one significant marketing failure might put an enormous hole in your development technique. †
Believe long term vs. short-term to reap the sure-fire benefits that screening will offer to your marketing campaign.
This is an alarming pattern. Getting rid of testing because of cost is like playing Russian Roulette with your marketing campaign. Sometimes you’ll be safe, and the project will bring results. You’ll never truly understand why. And unfortunately, one major marketing failure could put an enormous hole in your development technique.