The 'Intervallic Audit,' Test Configurations and More

Article Abstract:

The intervallic audit is a method that will allow direct mailers to obtain an evenly distributed core sampling on all test packages that were delivered. It works well with both bulk-rate and first-class mailings. This auditing method requires that all recipient names and addresses be recorded on computer readable media. Audit sample records should be distributed through the test list at intervals in proper Zip code sequence. At the final sort level, postmen will see the sample records and return them to the mailer. Management will have to make an informed decision based on cost-benefit anaysis as to whether a direct mail test budget is a justifiable expense. A test configuration will give a mailer an easy blueprint to determine if a test is cost effective.

Marketing

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Direct Mail Testing Insights: Part II

Article Abstract:

Direct mail programs must test their results to ensure success of first-time-out direct mailings. Wide variation testing is looking for directional information. A test mailing employs small samples when measuring response performance. A rollout mailing is a follow up vehicle of previously tested packages and mailing lists. Before ascerting which list is testworthy, first define the characteristics of a list pertinent to your objective. Guidelines for test samples include obtaining evenly distributed samples, ordering enough sample quantities, and directing attention at the size of the response.

Testing

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In Direct Mail Testing Details Can Be Everything

Article Abstract:

Typical questions and answers in direct marketing testing are given. The top ten success factors crucial to an effective direct market test are named. They include understanding what questions need to be answered and making sure there is no bias. The three most common mistakes in direct mail testing are also discussed. A control is also explained.

Research

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