What to consider when testing insert media

Share this content:

Study the data card carefully. A program may seem like a direct hit on your demographic, but a closer look might reveal otherwise. Consider average unit of sale, continuous usage and how the catalog mailing list was developed.

Never test a prospecting or reactivation file. Be sure your insert is riding along in the cataloger's drop to their house list; this will be much more responsive. Try to be in the first drop to house list as often as possible.

Test many files at once. Include at least two offers in a statistically significant A/B split test.

Test at least 100,000 inserts for large catalog programs. As for package inserts, you can test a much lower volume.

Ask your broker. Get advice on offers that have worked well in each file as well as any publicly known information about repeat advertisers. He or she should be able to provide a wealth of knowledge that may not be reflected on the data card.

Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data 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 Data 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 »

DMN's 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