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Consumer Lists and Custom Lead Generation information: For this reason, brokers sometimes recommend requesting more than 5,000 names so that list managers will have to do a new Nth-name computer run to create your test list. If you want to try to avoid artificially high responses on tests, request a test of 6,500 names, for example. Alternatively, if you sample from a number of lists, those 5,000-name test samples with high recency factors might provide you with enough responses to make your mailing not just a test, but a successful campaign.

One way of testing the uniformity or homogeneity of a list is to mail to two separate Nth-name samples of the same list. By coding your mailings, you should be able to tell whether the results are identical, which would indicate a homogenous list. One last reason for skepticism is that you cannot truly control all variables in any test. Weather, variations in postal service, news events, changes in the economy, and numerous other variables may be at work on your test sample.

Thus, you need to proceed cautiously. Trying to make your marketing efforts as simple as possible, when in fact :they are a mixture of an almost unlimited number of ingredients, is the last wart of the testing formula. According to a Southern California list compiler, a oient once tested 40 different offers by mailing each offer to separate 10,000-'Oame list samples. Can you imagine trying to track responses to 40 separate ;offers in a 400,000-piece mailing? And what would be the next step if, say 23 of the offers drew substantially better than the rest? Would the next test have 23 separate segments?

If you're running two or more tests at once, it's easy to get sidetracked hen you're supposed to be tracking. Add a few wrinkles, and keeping track f your results gets to be complex. If you have never used direct marketing sting methods, start small and work up.

>One of the drawbacks to layers of direct mail testing is the expanded printing costs you incur when you print your materials in small quantities. One ex-ample: You're trying to test three offers, so you mail a different package to each of three different Nth-number samples of one or more rental lists. Depending on how different the packages are, you could nearly triple some of your design and printing costs.

But in quantities of 5,000, 10,000, or even 20,000, unit printing costs rise dramatically.