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
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…)