Testing Made Perfect
Consumer and business preferences are moving targets. Even if you have spent years finding the perfect list, offer and mail piece, they may not be your best options a year from now. We deliver direct mail testing strategies that will evolve with the changing market to achieve continued success.
Dynamics of Direct Mail Testing
Direct Mail Testing Strategies
Mailing List Test
The mailing list is the most important aspect of any campaign. We’re always on the lookout for new lists or ways to hone our clients’ current list. Another strategy we employ is to score prospects with the best performers receiving a higher frequency of mail pieces than moderate prospects.
A good offer finds just the right balance. Make it too lucrative and you’re cheapening the product. Make it uninspiring and the entire mail campaign might fail. Another consideration is what you’re trying to achieve: Interest? A purchase? A site visit? This all ties into the offer.
Mail Piece Test
When you’re involved in direct mail testing, the mail piece is often overlooked. Just because you have always done it one way does not mean it is best for every list and offer. Sometimes one type of mail piece fails initially but works remarkably well as a follow up mailing.
When was the last time you did a direct mail test? Did you learn anything new about your best prospects? How did it affect your ongoing mailings, or the type of products and services you provide? If you’re tests aren’t helping you improve your results on a yearly basis, then you’re not doing it right. Call ADM. We’ll start you off on the right foot and make sure every step afterwards leads you on a path to direct mail success.