The Direct Marketing Network

Test It First…

Referring to the “11 simple ways to improve your DM effectiveness” article, point four is, from my experience the most undervalued and overlooked step within in the DM process.

But it’s also one of the most complex phases, with so many aspects to consider.  

More than often there is no additional time or budget allowed for testing, which is a pity as there is so much to be gained by doing so, other than ensuring you get the responses you want and of course a return on your investment. This is particularly relevant within current market conditions where budgets are tight and expectations are high, so why not give it the care and attention it deserves.  

Before you get to the all important split-mail testing phase, there are several other aspects of testing you could do with your mail house of choice. Sometimes, mail houses are often at the end of a very long line, and in some cases there is no time to change, enhance or add value to an opportunity when a fixed lodgement date must be met at all costs, and for good reason.

In instances such as these mail houses become more process focussed as you’d expect, but why not take the time and socialise campaign objectives and expected measures in advance so that they can be of more value to you.

Whist many have the perception mail houses are factories who fold and insert letters in to envelopes, which in part is true, they also come with years of experience, and in many cases manage the design, printing and some, the ability to deploy your message through a wide range of channels and can present you with numerous test options that may enhance your objective.

Your mail house then starts to act more like a partner, providing solutions and ideas as well as managing a number of channel/s on your behalf.  Over time they become more aware of the bigger picture and gain a deeper understanding of the need to integrate, or at least be aware of what else is happening within other channels, even if only from a timing perspective.  

Paul Sutherland is the regional Manager at Kinetic 121, Wellington.