Secrets of Direct Marketing Testing

Available as a PDF

A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more.
 
Direct marketing — regardless of the channel — is that unique combination of art and science. Direct marketing strategists are constantly striving for better response rates, open rates, conversions, cost-per-order, and life-time value.

And what is the tool that these strategists turn to again and again? That’s right! It’s testing.

In direct marketing, there are plenty of elements to test — from subject lines, premiums, envelope sizes, list selects, pricing, the placement of the shopping cart on the web page ... the choices seem endless.

Secrets of Direct Marketing Testing is your personal BRAIN TRUST of testing strategies that you can start to put to use today.

In this guide, you’ll find everything you need to learn — the why, what, when and how-to of testing. From testing structure to basic principles, and from test ideas to mistakes to avoid, you’ll get a crash course in coding, tracking, reading and applying test results.

You’ll learn about:
• Simple copy tests that drive response
• Fine-tuning your offer
• Web and Email testing
• Offer tests
• How to make sure you’re getting reliable results
• Retesting and rolling out your findings
• Plus the Rules that you should test now — or ignore at your own peril!

Are you are searching for ways to raise response, save on your promotion costs, drive down your cost-per-order and extend the lifetime value of your customers? The DirectMarketingIQ and Target Marketing editorial teams have been researching, writing and collecting expert advice from industry leaders about the how-tos of testing for years.

We’ve compiled this information and made it easy for you to find all in one place with our easy-to-read report – Secrets of Direct Marketing Testing.

Chapter 1
The Science of Direct Response Testing
by Steve Trollinger

Chapter 2
The How-Tos of Testing
by Mal Decker

Chapter 3
Taking Your Best Shot
by Bob Hacker

Chapter 4
Power Testing
by Bob Hacker

Chapter 5
You’re Never Too Small to Test
by Maureen D. Murphy

Chapter 6
Reading Test Results Reading Test Results
by Gary Hennerberg

Chapter 7
The Dirty Dozen Testing Mistakes
by Shawn D. Morris

Chapter 8
The Forgotten Format Test
by Grant A. Johnson

Chapter 9
New Testing Tricks for Old Testing Rules
by Mal Decker

The Research Division of the Target Marketing Group, Direct Marketing IQ (www.directmarketingiq.com) is the go-to resource for direct marketers.

Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts.

Direct Marketing IQ has unparalleled access to direct marketing data — including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories — and proudly produces content from the most experienced editors and practitioners in the industry.