Playing It Safe With Tests
If the size of your budget for testing leaves more than a little something to be desired, the following lower cost testing ideas from freelance copywriter and direct marketing consultant George Duncan could help you get the most insight for your investment.
Idea #1: Try testing new lists with your control offer on an oversized or double postcard in place of your full bore–meaning expensive—control package.
Idea #2: Don’t spend test dollars on lists with low counts. Add them incrementally to continuations and rollouts.
Idea #3: Confine your testing to off-season months, so you don’t cut into your control package’s more profitable results during peak sales periods.
Idea #4: Mail your control package to three times to four times the quantity of your test (i.e., test equals 5,000 and control equals 20,000), so the loss of a test failure will be covered by added sales of the control.