Letter: Alight Isn't Conducting a True Test

Share this article:
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.
Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.