Join Trish Witkowski for an in-depth discussion in this video Testing techniques, part of Learning Direct Mail Strategy.
…An often over looked part of the direct male workflow is testing.…The goal of performing tests is to predict…response and to improve upon our previous efforts.…But we also test to determine which marketing strategies provoke action.…The general rule of testing is that you need to make sure the size of your test…is large enough to be statistically significant, 5…to 10% of the list is the most common.…But what if you only plan to mail a few hundred pieces?…Can you test 30 pieces?…Well no one's going to stop you, but a random sample…of that size won't give you a realistic prediction of response.…
Test sampling should really be in the thousands.…So if you're mailing in a very small quantity, you'll…want to be sure your list is targeted and that…you know enough about your audience to be able to…create a piece that has a good likelihood of success.…Then you can use the sequential testing technique that…I'm going to share with you in a moment.…There are three methods that are commonly used to test mail.…Something called sequential testing, A/B…
- Defining the mailing list
- Keeping your mailing list up to date
- Creating the offer
- Formatting strategies
- Using special packaging like varnishes, stamps, and stickers
- Leveraging technology, such as variable data printing
- Adding an Intelligent Mail barcode
- Green mail strategies
- Tracking and measuring results from your direct mail campaign
Skill Level Beginner
Building an Integrated Online Marketing Planwith Matt Bailey3h 7m Intermediate
Learning Print Production (2012)with Claudia McCue4h 27m Beginner
Print Production: Spot Colors and Varnishwith Claudia McCue1h 58m Intermediate
1. The Audience
2. The Message
3. The Format
5. Leveraging Technology with Mail
6. The Environmental Argument
Green mail strategies4m 51s
7. Testing, Tracking, and Measurement
Next steps1m 36s
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