Direct Mail Marketing

How Do You Decide What to Test in Direct Mail? 

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By Gary Hennerberg

Do you have three tested direct mail packages waiting in the wings to use when your control starts to fatigue? If you don’t, you should. It’s never a question of if a control will die, it’s when. So what is most important to test now to get to that breakthrough package? Here are some ideas.

Smart direct mail marketers are constantly testing. It may be the offer, positioning, format or anything else — but what variable gets you the biggest bang for the testing dollar? And which test delivers the most favorable cost per acquisition?

Traditional mail testing can be very expensive, time consuming and yield limited insight if not executed correctly.

After personally overseeing and writing multitudes of direct mail packages, it’s still tough to choose just one variable to test. The

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Headshot of Gary Hennerberg

Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, 'Crack the Customer Mind Code.' He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

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