Which Direct Mail Piece Would You Test First?

I have 2 postcards to test.

I am committed to doing 5000 pieces of one or the other.

My problem is figuring out which one to test first.

Postcard #1 is an exact word-for-word replica of direct mail postcard that's mailed 100,000 times a week, and has a multi-year track record of pulling in new business consistently.

The only difference I'm testing is changing the response method; the original's track record has a business reply card to mail back. Instead of the BRM, I would offer a toll-free pre-recorded number to call to request information.

Just to clarify, this lead is a classic "wide net" lead piece; all sorts of people send the card back in, of which 70% to 80% aren't the least bit interested in what I sell, as they misunderstood the card as official government correspondence explaining new death benefit availability.

Instead of getting the lead pieces back, I would let the pre-recorded message screen out the tire kickers that end up taking a ton of time, and somewhat qualify those who are actually interested in what I sell (life insurance).

Postcard #2 is a direct, straight-forward postcard that looks like your standard solicitation, discussing they type of prospect we are looking for, and the benefits of the life insurance product to the prospect.

The call-to-action would be the same -- request free information on a pre-recorded line.

However, postcard #2 is completely my design; there is zero track-record to it.

So -- would you all suggest as the first trial piece to test? The one with a definitive track record, or the one that's never been trialed, at all?

Thanks.