On this episode of the Lobcast Podcast, we’re discussing all things A/B testing in our marketing strategies, including direct mail. Learn more about running statistically significant A/B tests and improve your overall marketing campaigns by accurately analyzing the results and applying what you’ve learned.

Key highlights include:

• A/B testing in both direct mail and email can help improve campaign effectiveness and ROI by providing valuable insights into what resonates with your target audience
• There are many personalization elements you can A/B test to drive lift. The ones that immediately come to mind are CTAs, CTA placement, offers, copy, lifestyle imagery used, the possibilities if you partner with tech companies like Lob are really endless
• The general results analysis time for direct mail is 45-60 days
• Statistical significance is essentially a fancy term for proving whether a result is due to chance or a true result of your testing efforts. Essentially, a probability measurement