Testing is most common with direct mail but take a cue from the corporate world - you can test anything in any media - but for now, let's take a look at direct mail.
If you have a control prospect package (which basically means it is a mailer you use annually, twice a year, etc) that consistently performs for you - you should be trying to make it better and beat it every time you mail. Here are some suggestions (and the list can be endless) - some more costly than others:
Outsides:
1. Try adding/removing/changing the tag line.
2. Using a picture vs not using a picture.
3. 4 colour vs 2 colour.
4. A different size envelope vs. the one you are currently using.
5. A differnet stock colour.
6. A first class stamp.
Insides:
1. Adding a lift note or insert vs no lift note or insert.
2. A longer/shorter letter.
3. Colours
4. Pictures
5. COPY!
6. Letter signers.
Again, once you start to think about it - it is easy to come up with some testable ideas.
That being said - there are two things you need to keep in mind. And these are also forgotten in the heat of testing...
Test one thing. Sorry, I know you've got all these great ideas, but it is the only way you'll be able to say "This test made a difference/no difference".
And - don't test things that will unlikely to change your response rate - remember - you are trying to raise money so only test things that hopefully will make more people respond and - give more money.
Agree? Disagree? Other thoughts?
John
P.S. I am hoping in the future to feature some guest bloggers so keep an eye out for that. If you have any recommendations or would like to be a guest blogger, please let me know!
BONUS: MY TWO CENTS
Recently, I travelled to Paris for a little bit of R&R. While at the Pere Lachaise Cemetery, I came across this headstone:
Talk about standing out! Talk about great use of white space! It reminds me, when you step outside the norm - the result can be amazing and inspiring!
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