Audience Testing in Direct Mail

In 2023, I led the efforts to scale Instacart’s direct mail campaigns as the senior copywriter. A big part of this work was deep diving into performance marketing testing to ensure our messaging resonated with a diverse range of audiences. From moms and foodies to single young adults and home improvement enthusiasts, we tested different approaches to see what sparked engagement with each group. This allowed us to fine-tune our messaging and continuously optimize for better results. Whether testing headlines, offers, or creative layout, I’ve seen firsthand how data-driven insights can transform the effectiveness of a campaign. It’s all about understanding your audience and delivering the right message at the right time.

Front

Back

Busy moms

Front

Health-focused women age 25-45

Back

Home improvement/DIY-ers

Foodies age 25-45

A/B Testing

Spanning many years, I lead implementation of dozens of A/B tests in Google UAC ads and affiliate marketing. We tested an array of changes in design and copy elements from UI, to value props (delivery speed vs free delivery), to incentive in sticker vs in headline, and many more.

Over the years, I’ve led the implementation of dozens of A/B tests across Google UAC ads and affiliate marketing. These tests spanned a wide range of elements—from design changes and UI tweaks to experimenting with different value propositions (like delivery speed vs. free delivery) and testing incentive placement (sticker vs. headline). Each test was an opportunity to uncover insights that helped optimize performance and refine messaging strategies. By continuously analyzing and adjusting based on results, we were able to elevate ad effectiveness and improve overall conversion rates. A/B testing has always been a key part of my approach, ensuring that every campaign is optimized for maximum impact.

With UI

Without UI