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This is especially true of larger envelopes, he said: "One of the things that we're noticing these days is that the larger the envelope, the more effective it works. The challenge is always to pay for that extra cost of making it a bigger envelope, but it tends to be more effective."
Rosenspan also suggested that the outer casing has become so important to success, that it can extend the life of outdated controls: "Sometimes you don't need to create a whole new package. If you create a different envelope for it or a different look for it, you can actually extend the control and build on the control and make the control last longer, and even improve."
4. Highly Personalized, Relevant Approaches Work Best
This was particularly true of his client Lifeline Screenings, which offers patients low-cost medical screenings out of community centers, churches and similar non-medical spaces to keep costs down.
Follow-up packages that lifeline send to former customers draw are personalized to tell recipients that they're due for three tests drawn specifically from those patients' last visits, and Rosenspan credits that heavy personalization with increasing response "five-fold."
5. A Commitment to Testing is the Only Way to Make Sure You Succeed
"If you're not testing and you're not in a continuous improvement mode," said Rosenspan, "you're really stepping back. You're not really succeeding."
To hear more of what Rosenspan and the other All-Star Roundtable participants had to say—including Carolyn Goodman, Gary Hennerberg and more—sign up for free today.
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Secrets of Direct Marketing Testing
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