Test and retest your direct-mail campaigns

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Every successful direct-mail campaigns has been tested and retested. Once it has been found to be effective, do you stop testing? You shouldn’t. Customers’ needs and demands change quarterly, monthly and sometimes weekly.

Testing doesn’t have to be difficult or extensive. Start by testing different audiences to see who the right target is for your product or service. Once you have a good list to work with, test an offer to see if a discount works better than a free product offer. Then, test the format of the piece to determine, for example, if envelopes work better than self mailers. Constantly redefining your campaigns will lead to a more effective direct mailing that eventually costs less to implement. In this economy, cost savings are very important and so are sales conversion rates.

How do you test your direct mailings and other print campaigns?

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