<< previous | return to contents | next >> |
Direct Mail Testing: Reducing Risk and Expense in Your Company's Direct Mail Projects
Typical Mailing Tests 6-2
• When to Test 6-3
• Deciding What to Test 6-3
• Your Testing Benchmarks 6-4
• Testing Sample Sizes: How Small is Too Small and How Big is Too Big? 6-5
• Minimum List Sample Size 6-5
• Finding List Sample Sizes: The “Statistics Professor” Method 6-5
• The “Real World” Sampling Method 6-6
• List-Testing and Sampling: A Typical Example 6-8
Planning Your Direct Mail Test Program 6-10
• Selecting Mailing Lists to Test 6-10
• “Nth-Name” Mailing List Selection 6-11
• Testing Direct Mail Packages 6-11
• Testing Different Promotional Offers 6-12
• Preparing Your Direct Mail Test 6-12
• Create a Test Panel Matrix 6-12
• Key-Coding Your Direct Mail Pieces 6-12
• Developing a Key Code System for Your Mailings 6-13
• Where to Print Key Codes 6-14
• Developing Procedures for Collecting and Reporting Key Codes 6-15
Marketing Professional’s Checklist for Creating a Direct Mail Test Using on-demand CRM 6-16
1.) Creating a New Campaign Type to Track Mailing List Tests in on-demand CRM 6-17
2.) Add an Actual Response Calculation Field to Your Campaign Records 6-19
3.) Create a Key Code Field 6-22
4.) Create a New Campaign for Each Mailing List Test and Import or Assign Each Mailing List to Each Campaign 6-22
5.) Capture Responses as they are Received from Your Test Mailings 6-23
6.) Set Up on-demand CRM Reporting Features to Track and Measure Your Test Mailings 6-24
Developing a Response Curve for Your Mailings 6-24
Analyzing Results of Your Test Mailings 6-29
Direct Mail Troubleshooting: What To Do If Your Test Mailings Fail 6-31
Testing is a Continuous Process: Test Always, and Test Often 6-34
Rolling Out: Scaling Up Your Mailings After Your Direct Mail Tests 6-34
Scaling Up: Determining Your Range of Response to a Mailing 6-34
Test Mailing Rollouts: How Many Pieces to Mail Next? 6-35
Extending Your Direct Mail Program: Timing and Execution 6-37