Direct Mail Testing

Reducing Marketing Risk and Expense in Your Company's Direct Mail Projects

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The Task: Learn how to use small-scale testing to reduce the risk and downside costs of B2B lead generation print direct mail programs for sales lead generation.

Project Execution: Learn how to:

  • Develop accurate and effective direct mail testing programs for new product launches, new market entries, and other marketing initiatives;
  • Test different elements of your direct mail program to determine which mailing lists, sales copy approaches, and packages work best in your market;
  • Identify and correct common causes of failure and reduce risk when scaling up your direct mail programs;
  • Accurately track and project early response to mailings to make well-informed decisions on direct mail rollouts

Benefits to You: Use these real-world proven techniques to unlock the mysteries of direct mail testing for B2B lead generation, to make print direct mail a response-generating, economical, and measureable element of your marketing program.


Course Module Description: Direct Mail Testing

Small-scale testing of B2B direct mail campaigns is a critically important part of your lead generation program. By testing small quantities of direct mail pieces in carefully-designed campaigns, testing saves you substantial marketing costs and, most important, helps you determine the best sales copy and positioning approaches to insure solid response when used on larger mailings, or when applying these copy approaches to other marketing activities and media.

This MSD module covers the essential basics required to test direct mail programs that generate measurable response and new leads for your company’s sales team—to engage these prospects and start them on the process to becoming new customers and buyers for your company’s products.

Next: What Will I Learn? (Click Tab Above)

In this module, you'll learn the key elements required to pre-test all elements required to execute successful, response-generating direct mail programs:

  • Typical testing scenarios for B2B lead generation;
  • What to test: Direct mail packages, lists, sales copy, promotions, and other test elements;
  • How to test mailing lists: Selection, sampling, and tracking;
  • Testing direct mail packages: Sales copy, formats, and outer envelopes;
  • CRM system response tracking and measurement for direct mail tests;
  • Common causes of failure in direct mail tests, and how to correct them;
  • Projecting final response, scaling direct mail programs, and more

Small-scale testing of direct mail programs can save thousands of dollars in marketing costs, and is a critical part of many B2B direct mail lead generation programs. Whether you need to produce direct mail campaigns for your company, or if you're managing consultants or an ad agency that's producing these for you, this module gives you the proven, practical, step-by-step techniques required to test direct mail campaigns to determine the best mailing lists, copy, packages, and other key elements that generate meaningful sales response for your marketing program.

You can also buy this module as part of our special three-unit Direct Mail Bundle, which also includes our Direct Mail Planning and Direct Mail Execution modules, for more in-depth project-ready training for your B2B lead generation and content marketing projects.

Check the Course Module Overview at right for detail on topics covered in this module . . .

Next: How Can I Use It? (Click Tab Above)

B2B marketing professionals use direct mail testing to minimize their costs and risks in these typical applications:

  • Small-scale testing: Carefully-sized, sampled, and selected mailings of small quantities of direct mail pieces are used to test response on new marketing opportunities to save substantial costs compared to larger initial mailings;
  • New product and market launches: Direct mail test campaigns are an ideal method for evaluating prospect response when launching a new product or selling an existing product into new markets;
  • Testing sales messages, lists, and marketing collateral: Every aspect of a direct mail campaign can be tested on a limited basis before spending higher amounts on larger-sized mailings. Response to different sales copy approaches, direct mail packages, mailing lists, prices, and promotional offers can all be tested and carefully measured to determine the best approach for your direct mail lead generation program.

To Review Course Module Topics, Click Tabs at Right . . .

Includes printed workbook, module review .PDF, and online skill-builder, review, and examination.

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To Review Course Module Topics, Click Tabs at Right . . .

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