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Here are some inexpensive media for price testing: self-mailers, small-space print ads, card decks, coop coupons. For that matter, a card deck is a good way to test offers. For about $3,000 you can do an A–B test in a large-circulation deck. To make maximum use of the strong recency factor, you might only test hotline lists.

 

A further reason for sorting and segmenting your own list is so that you can appeal to different people differently. Sections later on tell you how to use the information you know about your customers to create advertising that will appeal especially to them. For example, you may want to talk to a new customer differently than to one who has bought from you for years.

 

Your database software should allow you to sort them separately because they need to receive special treatment. Compare your average sale per customer and your number of customers to see whether you are governed by the 80/20 rule. Many firms find that 80 percent of their business comes from 20 percent of their customers. Direct marketers know exactly who those 20 percent are.

They could handle, they mailed the advertising in segments. The segments were not sorted in any particular way, except by quantity. What was there to be learned? Test one list's hotline against another's. Some rental lists have monthly hotlines large enough to be the only source of potential customers you need.

Because the credit union recorded the addresses of new members, and of people who just inquired but did not join, they got an idea of which local neighborhoods yielded the most new members, and the largest volume of loans and savings. A retail business that did not routinely record customer ad-dresses, however, would not have known which residential areas yielded the most customers. Segmenting the list by neighborhood would have been necessary to turn a standard mailing into a low-cost test.

 

Since the credit union already segmented the mailing, it could have made a split test of different offers. It might have learned, for example, whether a no-fee checking account or a low-rate open-end loan was more effective in attracting new members. If the credit union used stock (existing) service brochures, the only additional cost for the test might have been to print a second letter.

 

To keep costs down, you need to use a tiny sample of names, much smaller than you would use with a mail test.

More about Direct Mail Marketing List.   See also: Direct Mail Advertising and Marketing Solutions .

Response Makers - Phone Appending Service