Letter: Alight Isn't Conducting a True Test

Share this content:
So, Alight.com is testing "a blue postcard [that offers] a free scented travel candle" vs. "a pink postcard that only directs recipients to the site" ("Alight Tests Pieces for Plus-Size Women," Feb. 28). How do they know whether the difference in response - if any - is because of the color or the candle?


A true test would use half of each color offering the candle and half without - every other name, not first half/second half - with responses coded to give results. If they need more help, I'm available as a consultant who has actually practiced as well as taught Direct Marketing 101. Or if they want the cheap way out, they can get my "Do-It-Yourself Advertising & Promotion" for only $19.95, at better bookstores. One of the things they'll learn either way is to always ... always ... ALWAYS conclude by asking for the order.
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above