Sometimes you run a test, and you don’t see a lot of difference. Many times you can see a clear winner. But on occasion there’s a grand slam.

How about a headline that wins by an average of 600%?!

Intelligent Investor Report tested two different email blasts, changing only the superscript headline and the subhead above the salutation—all other copy and art were the same.

Here are the two combinations of headline and subhead. Read them, take a minute to choose which one you think produced the greater response, then read the results.

1. “If you’re hungry for 500% profits,
   this internationally known pizza
   brand is ready to deliver”

   As Russians demand more fast-food options…
   hordes of European investors are
   cashing in on the trend

   ***

2. “Fast food, fast profits”

   With oil fueling the Russian economy and giving consumers more money to spend, one company can barely open restaurants fast enough and could soon
   earn you 5 times your money

It was Headline #1. Did you guess right?

The creative copy in Headline #1 beat Headline #2…

Send me your best emails for my free evaluation: craig@cdmginc.com.

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Time and time again I have shared that the inclusion or omission of a single element can mean all the difference between success and HUGE success. It can also mean complete failure.

In this week’s example, an online music download marketer had created a PPC campaign that directed prospects to one of two versions of a splash page that summarized the benefits of the offer.

The splash page was the first page the prospect saw.

Version A included solid direct response copy—benefit oriented. It also combined a good call to action with a prominent action button.

Version B was exactly the same only it included a 40-second video. It summarized what the prospect got in the offer.

The video featured a pretty woman in the lower-right-hand corner in a medium waist-high shot. The content summarized the benefits for the visitor and concluded with a call to action…all in just 40 seconds.

Which version got the best result?

Version B did. It generated an 18.5% lift in paid subscriptions and free trial sign-ups.

Why do you think the video made a difference? Email me at craig@cdmginc.com. I’ll share some of your responses in the next issue (without disclosing any full names).

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Marketers use the term “autoresponder series” a few different ways. You may also have heard it called a conversion series, retention series or renewal series.

Here is an interesting recent test that demonstrates how we as marketers need to be constantly rethinking how we use the various channels available to us.

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Direct Marketing · Direct Response · Testing corner

Looking to double sales for their Personal Choice program, Blue Cross and Blue Shield United of Wisconsin created a new direct response program. They tested two different direct mail options.

The first solution was a traditional mailing package. It made use of a 2-color, 2-sided, 9 x 6 envelope; a 2-color, 2-sided letter with a detachable response form; and a glossy 4-color, 3-panel brochure. The package also included a 2-sided lift note and a business reply envelope.

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Direct Mail · Direct Marketing · Testing corner

I’ve written extensively on the potential conversion increase you can get by adding a floater to your website or landing pages. (Read past Direct Marketing Update articles: Little-known ways to double or triple your online leads and Do floaters really work?)

Here’s more proof that the floater increases sign-ups…

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Direct Marketing · floater · Lead generation · online marketing · pop-up · Testing corner · Web strategy · websites

SAP BusinessObjects is a business intelligence software provider that recently tested buttons on its landing page. One version used a typical blue text link for its add-to-cart option, while a second version used a big orange button.

Here’s the control:

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Testing corner · web · websites

In several past issues, I discussed an email campaign created for a Switzerland-based publisher and financial advisory firm. We tested politically charged subject lines relating to inflation, the bailout, the Federal Reserve’s policies and Obama’s presidency.

But, as the economic climate has changed, so did our subject lines. That’s why I thought it was time to share another recent test with you. Take a look…

Which subject line do you think was the winner? Email me at craig@cdmginc.com to share your thoughts.

Testing corner · web · websites

The greatest headline in marketing history means nothing if it never gets read—and it won’t if your envelope doesn’t do its job.

The Wilderness Society—a Washington, D.C.-based nonprofit that mails 2 to 3 million pieces a year—recently ran an envelope test in the hopes of boosting results.

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Direct Mail · Direct Marketing · Direct Response

I’m a longtime proponent of setting quotation marks around your headline. Why? They grab attention. They can add credibility and a newsy feel. They make the reader wonder who’s saying this and why.

Best of all, they increase response, according to years of testing.

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copywriting · Direct Marketing · quotation marks · Testing corner

A consumer credit counseling service was looking to increase the amount of free debt consultation sign-ups without having to augment its regular flow of traffic to their site.

A pop-up was currently in place designed to capture names for the free service. Could small changes make a big improvement to the number of names captured? Take a look…

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Direct Marketing · Direct Response · pop-up · Testing corner