
A/B testing is a proven method to optimise digital marketing campaigns, but it’s not just for email and web. When used effectively in direct mail, A/B testing can significantly increase response rates, improve targeting, and drive a stronger return on investment (ROI). By applying scientific testing methods to traditional print marketing, businesses can make data-driven decisions that lead to smarter, more successful campaigns. Below, we explore the key techniques for A/B testing in direct mail, why it works, and how you can use it to generate better results from your next campaign.