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One last reason for skepticism is that you cannot truly control all variables in any test. Weather, variations in postal service, news events, changes in the economy, and numerous other variables may be at work on your test sample. Thus, you need to proceed cautiously. Depending on how different the packages are, you could nearly triple some of your design and printing costs.

Trying to make your marketing efforts as simple as possible, when in fact they are a mixture of an almost unlimited number of ingredients, is the last part of the testing formula. According to a Southern California list compiler, a client once tested 40 different offers by mailing each offer to separate 10,000 name list samples.

 

Can you imagine trying to track responses to 40 separate offers in a 400,000-piece mailing? And what would be the next step if, say 23 of the offers drew substantially better than the rest? Would the next test have 23 separate segments? If you're running two or more tests at once, it's easy to get sidetracked when you're supposed to be tracking. Add a few wrinkles, and keeping track of your results gets to be complex. If you have never used direct marketing testing methods, start small and work up.

One of the drawbacks to layers of direct mail testing is the expanded printing costs you incur when you print your materials in small quantities. One ex-ample: You're trying to test three offers, so you mail a different package to each of three different Nth-number samples of one or more rental lists.

For large mailers who plan to mail ultimately to hundreds of thousands or millions of people, the unit costs are relatively small when spread over the entire mailing. But in quantities of 5,000, 10,000, or even 20,000, unit printing costs rise dramatically.

Here are a couple of ways to save: If you test different offers, see if you can put the variable details of the offer on only one or two printed pieces, such as the first page of a letter and the inside face of a brochure.

 

When you test lists only, you could print in advance all the mailing pieces you'd need for the test and the continuation (follow-up). That could be economical, providing that one of the lists you tested gave good enough results to warrant sending out the rest of the mailers to additional names.

 

That way you minimize costs for new typesetting, printing plates, and negatives.

 

More about Real Estate Post Cards.   See also: Targeted Business Leads and Targeted Business Mailing List.

Response Makers - Real Estate Post Cards