Direct Response Creative - What to Test First
Test mailing lists; test list segments. Check with your list broker to see what segmentation selections are available. When appropriate, test multi-buyers, hotline names, gift buyers, geographic specific and other segments. You pay more, but it may be the way to make borderline mailing lists work for you.
Target your creative to these list segments.
Don't change your control based on one test. Many companies re-test "winners" at least two or three times before assuming the test results will predict ongoing success.
When in doubt, test it. You can't argue with response ... or lack of it.
Drayton Bird wrote in "Commonsense Direct Marketing":
Testing is the kernel of direct marketing. The truth is that every major direct marketing business that succeeds does so largely by testing—or a run of exceptional luck. Luck is not something to base a business on; if I were you I would try the safer route.
Testing, the safer route to success.