Whether you use direct mail, email or both, testing and refinement can help to improve the effectiveness of your marketing. Most direct marketing managers are compulsive about testing, and for good reason: Testing yields customer insights that can help you boost response rates and increase profits.
Generally speaking, there are three direct mail testing and refinement processes:
Be sure to test only one of the following elements at a time to ensure measurable results:
Response mechanism. Some customers prefer to call, some prefer to reply via the mail, some prefer to reply online. Test what works best with your audience.
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