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Testing Dos and Don'ts

Return to News Items April 28, 2006
 
After testing the components of your direct mail package, you'll have a better indication of what works and what doesn't. Testing gives you valuable insight that will help you create better and more successful direct mail campaigns. Ideas for format tests: Postcard vs. self mailer Standard envelope vs. smaller monarch envelope, or A7 envelope A stamp vs a printed indicia or metering Window vs regular envelope Lift note vs no lift note Follow-up postcard to boost response vs. mailing without one Ideas for copy tests: Personalized vs. non-personalized Testimonials - or not Handwriting in letter margins vs. no handwriting P.S. vs. no p.s. Headlines and subheads vs. no headlines or subheads Ideas for offer tests: Free sample Quantity discount Buy one get one free vs two for the price of one Method of repsponse: phone/mail/fax/email And finally, here are some testing don'ts: When mailing your final rollout, don't mail to people who already received your test package. Don't make major decisions based on minor results. Don't read non-tested factors into the results. If you didn't test a variable, don't assume it contributed to the final result. For example, if you didn't test the copy and results were disappointing, don't blame the copy. Don't forget to follow up quickly. Timing may affect response, so roll out your offer quickly after the results are analyzed. Don't forget to keep up with your program and continue testing!  
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