Methods to cheaply test direct mail
Direct mail is still an important strategy many small businesses use for promotions. In order to make the most of their marketing budget, small businesses should test their direct mail strategies. Here are some tips from the Direct Creative blog on how to experiment with direct mail in a cost effective way.
Modifying the amount of text on a direct mail piece is one way to see the varying response rates for each mailing. Testing with text can help businesses understand the amount of text recipients want to see on their mailings.
Many businesses have a few different components in their direct mailings, which means recipients may choose to read some mail pieces and not others. Businesses can more easily measure their response rate when they simply send a brochure or a newsletter instead of numerous pieces of material.
A few other ways business can test direct mailings are to change their envelope, insert a "lift note" (such as a separate letter with a celebrity endorsement), and include a stand-alone reply from. While these strategies are all designed to help businesses make money, they can also save money by using address validation software, so they don't send mail to defunct addresses.