Whether you’re a direct mail copywriter, an account executive, or a group manager, here are 5 things you’ll want to know when planning — or approving — a test mailing.
1. The mailing’s objective
Not every direct mailer has the same needs so what makes sense for another mailer may not be advisable for you.
For example, some mailers may be content with tweaking the control with hopes for a 10% – 15% lift in results. Others need breakthrough results.
When you mail millions of pieces per year, beating the control by a few percentage points — or even by half of 1% — can mean big money. But a smaller mailer may need breakthrough results to justify the test costs.
Before you spend a dime to produce a test mailing, everyone needs to agree on what (more…)
