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.

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

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