Testing everything deemed to be “test-worthy” may be the most important work in direct marketing.
The results of your tests, both positive and negative, are right up there with your customer list as the two most valuable assets of your business. The grapevine is not a reliable source, even if it includes hard numbers. Someone else’s rules for creating, testing and evaluating successful direct mail are not your rules unless you validate them through testing and, thereby, make them your own. Here are 14 basic rules I selected from Benson’s 31 and presented to 10 managers, copywriters and consultants to evaluate based on their experience. You may want to test those you haven’t already tested. Or, if you haven’t done so in the last 10 years, you may find it highly prudent to retest them.
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