Letter: Alight Isn’t Conducting a True Test

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.

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