Direct Mail

4. Testing and Monitoring

One great bonus of direct mail is the ability to test a range of possibilities quickly and simply.

4.1 Split the mailing to get different information. Send out mailings with different messages, or change one item on each successive mailing.

• The headline of your letter is the first change you should test for response.

4.2 Test different sectors of the market and monitor the response so you can measure how effective different mailings are.

• Print order forms in various colours, add a key or code or ask for replies to be sent to different departments (possibly invented).
• Set up different landing pages on your website to measure the response to each.