The Direct Mail Revolution by Robert W. Bly

Author:Robert W. Bly
Language: eng
Format: epub
Publisher: Entrepreneur Press
Published: 2018-03-14T16:00:00+00:00

PACKAGE AND ELEMENT TESTING

There are two approaches to testing, and each has its place.

The first approach is to test two completely different DM packages and see which one is the winner. The winner beats the current control and becomes the new control, increasing your ROI. However, if the new test package is completely different from the control (different graphics, copy, price offer, guarantee, package format, etc.), you won’t know which of these elements made the difference.

The second approach is to test multiple versions of the control where just a single element is different; for example, the envelope teaser, copy theme, size of envelope, price, premium, or first-class vs. third-class postage. By testing just one variable at a time, you can determine how each factor influences response.

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