Gary Michelson

The standard rule in direct mail testing is to roll out your control to the majority of your list and send a smaller panel of test packages to compare results. That's the safe bet, putting most of your eggs in your previously top-performing direct mail basket.

The standard rule in direct mail testing is to roll out your control to the majority of your list and send a smaller panel of test packages to compare results. That's the safe bet, putting most of your eggs in your previously top-performing direct mail basket.

Contrary to some reports, direct mail is not dead. Yes, the Web offers opportunities to communicate with prospects in some cost-effective ways, but direct mail is still vital to striking a chord with customers. The thing is, now more than ever, it’s important to find ways to make your mail stand out from the pack and save money at the same time. Here, direct mail experts offer tips to develop successful, cost-effective packages.

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