Merriam-Webster defines intuitive as “directly apprehended.” I think most would agree that, if direct marketing is intuitive, then most people can naturally know how to do it and do it right based on their own experiences.
If direct marketing is intuitive, it would mean that an executive could make a marketing decision based on his or her own experiences and attitudes. “Because I don’t read marketing materials that come to my desk at the office, direct mail marketing is not worth doing.”
If direct marketing is intuitive, a product manager would make sure that the marketing messages sent out to generate leads would talk about the many features of the product being sold. That’s because anyone wanting those features will surely read the message and want to learn more about the product right away.
If direct marketing is intuitive, a B2B marketer who monitors Twitter, Facebook, industry blogs and his company’s SEO ranking would conclude that it’s the only way today’s buyers want to get their information.
The fact is, B2B direct marketing is almost totally counter-intuitive. This has been proven thousands of times by marketers conducting true A/B split testing of marketing channels, offers and messaging.
For example, which of the following offers would work best?
- Buy one get one free
- Two for the price of one
- 50% off
Every one of these offers is exactly the same, so intuition would tell marketers that neither one would work better than the other. In real life, “Buy one get one free” typically outperforms the other two by a significant margin every time it’s tested.
A. [First Name] Test, track, increase your profit – start today!
B. [First Name] Start tracking and optimizing your business today!
These subject lines say practically the same thing, so is this even worth testing? It turns out that 67% who took a guess on the winning line picked line A. Yet line B was not only the best performing subject line, but it generated an 88% lift in open rate.
It’s very clear that using one’s intuition to make any B2B marketing decision is not a reliable way to achieve marketing success. Smart marketers test, they don’t guess. It’s the only way to go.