4 Tips for Testing Direct Mail Tweaks Online
3. Vary Your Premium
Online is a good place to test new topics or content for editorial premiums, and new premiums altogether for promotional items. International Living also tests the positioning of the premium within its offer. “We’re talking right now about testing multiple premiums with our two-year subscription offer to get people to convert to the two-year over the one-year sign-up. If that works, then I’m going to want to put that out in the mail as a possible test,” Mytych describes.
4. Fine-Tune Your Offer
“Right now our testing involves delving into getting the best offer that’s going to appeal to the target and to evolve the package. That’s why we do a lot of testing online,” Mytych shares. She recently tested one- and two-year subscription offers at a higher price per issue versus an auto-renewal subscription offer at a lower price per issue. “We’ve been able to test into a lower price point and also test which auto-renewal offers worked the best,” Mytych says. The auto-renewal at a lower price point won online, and it currently has control status in the mail.