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At the end of the day, the best Direct Marketing is all about testing. And whilst the chances are I can probably increase your response substantially, and probably beat your current control, if you have one, I would never be so arrogant to claim I know all the answers necessary to create the ultimate, unbeatable solution for you without doing some proper testing along the way. Nobody can. (And if they claim otherwise, smell a rat!) That's why I'll always recommend you test different executions, different copy, different headlines, different designs, and if you're mailing, different envelopes. This is where the real science comes in. And please remember that, often, the actual creative work is the last thing you need to change to improve your response... think of your list/database; think of the day of the week/month/year you choose for your campaigns; think of the Offer you choose to entice your customers with. All these can have a much greater impact on your business, sometimes without costing you an extra penny. But you'll never know unless you test! *Control: sorry! Jargon alert! The Control is the execution against which all new solutions are tested against for response. Often this is a mailpack or advertisement created through years of careful tweaking and testing. Therefore, "beating the control" is often the key objective for direct marketers. (Back) I try to refrain from using it but occasionally a bit of industry jargon is unavoidable. Sorry! |
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