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Post Card Mailing Service - Facts:

In print or direct mail, once you establish a control the very reason for testing you should keep repeating it for as long as it's successful. For example, if you sell to business buyers in a unique field or limited geographical area and have a list of 7,000 total potential customers, it makes no sense to do a test mailing of 5,000, or even 3,000.

 

Marketers who do mailings of this size or smaller should simply mail to their entire list each time but carefully track results. If you do larger mailings, however, and your budget can justify some testing, it's possible to test more than one variable at a time. So, at the risk of introducing a more complex form of testing, here are some additional suggestions.

 

You can conduct, for example, a test of lists simultaneously with a test of offers. The technique can be easily explained with a matrix. First, let's look at a single-variable test conducted by a small company that was introducing a new product to customers. To see if the addition of a free tape player would increase response, a test was conducted. One group of 3,000 customers received one offer and the other group received a different offer.

The addition of the premium nearly doubled the response. On the surface, the test showed that the premium should be used for the remainder of the mailing, but even simple tests require careful cost analysis. One other factor that doesn't show up on the chart is the additional cost of the tape player, including shipping. Only if the increased cost of the premium was worth nearly doubling the response rate would the mailing proceed with the premium.

 

Before the test was conducted, the marketers should have been able to determine the response data that is important. The disadvantage of a self-mailer that it is not as personal as a classic package is offset by the instant impression it makes on everyone who receives it. It's like getting a billboard in the mail. The two outer panels can be designed to communicate a simple message and company image, whether the recipient wants to see it or not.

 

Even if a self-mailer is not opened and read, potential customers can't help but see it and feel it. Although list and offer testing through the mail can be effective, it's not for everyone. Write your self-mailers the same way you do a classic package. If you include a portion that looks like a letter, make it sound like a letter and be sure to include a signature. The coupon or reply card should contain the required elements.

 

The balance of the mailer should highlight the offer and include benefits.

More about Post Card Mailing Service.   See also: Business To Business Direct Marketing and Business Post Cards.

Response Makers - Post Card Mailing Service