The Importance Of Direct Mail Testing
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Direct mail testing is important for a number of reasons. The first reason direct mail testing is important is because you never know when something small can cause a change in response. You can test all kinds of things related to your direct mail project. You can test your headline, you can test your offer, your can test the teaser copy on the envelope, and you can even test bulk rate versus first class. Direct mail testing is important because one small change can cause a huge rate of response.
If you’re someone who’s not a fan of direct mail testing, then maybe you should be. Direct mail testing will help you to get an understanding of what’s working and what isn’t. Like I said you can test a wide number of things, but it’s important to test these things out one at a time.
One thing that I have personally tested before is teaser copy. I was getting pretty decent results with just mailing out a plain envelope out to prospects but I wanted to see if teaser would help in any bit with the amount of money that I was earning. I was soft in my approach in that the only form of teaser copy that I used on the envelope was “first class”. This is all that I had on the envelope. And it worked beautifully too.
The “first class” on the envelope made it look like it was urgent and important. It definitely did boost my response and I was surprised by how much it did. But I would have never known it had I not tested the piece. This is one incident where I found that direct mail testing made a difference.
There was another time though where I tested an element of my direct mail campaign and it didn’t do anything for my results. I wanted to see if a different headline on the sales letter would make a difference in terms of results, so I changed what was currently working to see if it would make a hint of difference.
Well it made a difference, but it wasn’t the kind of difference that I was looking for. It made my testing results go into the negative. I lost money on the campaign and I immediately changed it back to what was working. This is one scenario where I can honestly say that testing didn’t pay off.
Even though in this situation testing didn’t pay, it was still a good test. I learned to accept my results and just take things in strides. Direct mail testing is still something that I do today however, so you should keep this in mind for your future campaigns.
If you want to have success with direct mail, simply follow the tips in this article.
Good luck with your direct mail testing efforts.
ABOUT THE AUTHOR: Randall Magwood is one of the most respected and highly-regarded online marketing experts on the internet. He has a website about internet marketing that helps small business owners learn how to market their business online simply and easily. To learn more, visit his website here: http://www.internetmarketing-rules.com
If you’re someone who’s not a fan of direct mail testing, then maybe you should be. Direct mail testing will help you to get an understanding of what’s working and what isn’t. Like I said you can test a wide number of things, but it’s important to test these things out one at a time.
One thing that I have personally tested before is teaser copy. I was getting pretty decent results with just mailing out a plain envelope out to prospects but I wanted to see if teaser would help in any bit with the amount of money that I was earning. I was soft in my approach in that the only form of teaser copy that I used on the envelope was “first class”. This is all that I had on the envelope. And it worked beautifully too.
The “first class” on the envelope made it look like it was urgent and important. It definitely did boost my response and I was surprised by how much it did. But I would have never known it had I not tested the piece. This is one incident where I found that direct mail testing made a difference.
There was another time though where I tested an element of my direct mail campaign and it didn’t do anything for my results. I wanted to see if a different headline on the sales letter would make a difference in terms of results, so I changed what was currently working to see if it would make a hint of difference.
Well it made a difference, but it wasn’t the kind of difference that I was looking for. It made my testing results go into the negative. I lost money on the campaign and I immediately changed it back to what was working. This is one scenario where I can honestly say that testing didn’t pay off.
Even though in this situation testing didn’t pay, it was still a good test. I learned to accept my results and just take things in strides. Direct mail testing is still something that I do today however, so you should keep this in mind for your future campaigns.
If you want to have success with direct mail, simply follow the tips in this article.
Good luck with your direct mail testing efforts.
ABOUT THE AUTHOR: Randall Magwood is one of the most respected and highly-regarded online marketing experts on the internet. He has a website about internet marketing that helps small business owners learn how to market their business online simply and easily. To learn more, visit his website here: http://www.internetmarketing-rules.com