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Which Direct Mail Piece Pulled Best?
A few years ago, I had the idea of putting together a book on "Which DM Piece Pulled Best." My idea was to show a matched set of direct mailings, one of which was at least two times as successful as the other. I sent out about 200 letters to agencies and clients that I knew, and I only got about 20 examples back. At the time, I supposed that most companies did not want to share what they learned through their testing. Unfortunately, today I believe that most companies just don't test. And that's probably the worst sin that any direct marketer can commit. A planned, iterative, multi-phased testing program will reveal a great deal about what your potential prospects and interested in, and more importantly, what they respond to. If you test -- it doesn't make a difference how stupid you are when you start out. You will get smarter and smarter as you learn what works best for your product and your market. If you don't test -- every new direct mail package you create becomes a crap shoot. because, even if you are successful, you won't really be able to pinpoint why. So your chances of reproducing your success rate, building upon it, or even dramatically improving on it. That is why I recommend that you test something every time you mail. Back to First Page of Recent Publications
© 2007 Alan Rosenspan & Associates
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