Mike Andes explains how to improve the effectiveness of door hanger marketing by iteratively testing and optimizing creative and offer elements. He argues that rather than simply increasing volume, marketers should run split tests (different versions, QR codes, instant quotes, contact collection methods) to raise response rates—citing his team’s work at Augusta where 24 versions produced a roughly 5x lift toward about a 1-in-100 response rate.
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Most will don't even come up with the number because then, then, then it's a function of I don't believe you are yet in a position to do more. So you have more better new. More would be, hey, this is working. Let's go do more of them. I'd say go do 30,000, 3,000. The problem is you can't do more because the math doesn't math when you're getting one out of 500. And so this is when better steps into play and most people go think new. I don't think that because one of 500 is as a benchmark that I think you can eventually down the road, increase that effectiveness by 5. Like 5x. I didn't get to the one out of a hundred. And then you start have a real good marketing machine. Like, okay, if I can put out a hundred of these an hour, that's one per hour. If I pay someone to do that's 25 bucks. With my print cost, that's 30. The cost per lead, $30, that'd be great. And so I would say this is actually a function of doing it better. And the reason I say that is because when we started doing door hangers at Augusta, our hit rate was very similar to yours. We've done 24 versions of the door hanger now to get it to where it is five times better. And in terms of like 1 out of 100 as an approximation. So to get there though, it'll mean like, okay, now next time, next year, when you do 3000, let's do 1500 of them that have instant quote, and let's have 1500 that don't have instant quotes, like the actual price of the job. Let's have. And then, then you can again do another with 1500. All right, 1500 that have a QR code 1500 where they write in their email address and their phone number. These are the type of things that you start split testing to get to where the exact same number of door hangers will produce five times more results.
