A Most Powerful Tool in Direct Marketing

Think you know what it is? 

I guarantee you the largest and most successful direct marketers know right off the bat. And I'm also guessing that the marketers who have unknowingly failed to get the most out of their marketing efforts are the most skeptical.

All right, here's your clue ... remember the most feared word back in high school? 

TEST! That's right ... the word we hated to hear can also be the most powerful tool in direct marketing ... ignore it, and you're most certainly leaving cash on the table! As in school, the TEST is a perfect opportunity for learning.

Ok, it's this simple ... before launching your mailing to your entire list, select 2 similar small segments of your list, send 1 segment the original mailing and send the other segment the same mailing with only 1 element changed. Then sit back and wait for the results.

Should you roll out the winner? You can, but another test might just give you the chance to get an even better response.

One more thing to remember - make sure your test segment is large enough to generate "statistically significant" results.

Hey, I already know what motivates my customers to buy ...

Don't think like this or your effort is doomed for mediocrity ... "It's a waste of money to print 2 different letters" ... "I know what's important to my customers" ... "Why wait for the results, I want the sales now".

Now ... wondering what to test? Offers, letters, pricing, mailing list, promotions (free shipping), following up with email or telesales, deadline dates, copy on envelopes, personalization ... the list is almost endless. Make sure, though, there's only 1 difference between your control and test mailing.

Wondering when to test? Early and often!

It doesn't matter how good your list, offer or creative is, you still stand to increase your profitability by TESTING your promotions.

So remember, if you really want to win, don't miss the opportunity to learn from your customers ... TEST, measure and roll out the winners and you’ll reap the benefits of experiencing the growth in your business you’ve been dreaming about!

Cheers, and hoping you Realize Your Market Potential^TM.

Brian Lewis

Solutions Insight

www.solutions-insight.com

4919 Colusa Drive

Oceanside, CA   92056

760 207.3101

P.S.  Not quite sure what to test or how to measure your results? No problem, give me a call at 760 207.3101, or email blewis@solutions-insight.com for a FREE initial consultation that'll show you how easy it is to test, measure and boost your response!

© 2004 Solutions Insight, All Rights Reserved

Need content? You may use this article on your website or in your newsletter. The only requirement is inclusion of the following:

Article by Brian Lewis of www.solutions-insight.com, Proven results in driving traffic and sales to your site.