How to Test Direct Mail With Other Media
Direct Mail versus Print Ads
What if you wanted to test the effectiveness of direct mail versus print ads -- and also the effect of direct mail working with a print ad? You might set up a test matrix like this:
List List List List Pub Pub
A B C D E F
Mailer 10,000 10,000 10,000 10,000
Print Ad Ad Ad Ad Ad
The above test grid shows a List test of 10,000 pieces per List, for each of 4 Lists (shown in the top row), all using one direct mail package (shown in left column).
- List A and List B are Lists of subscribers to trade publications. Starting in the top row, and reading vertically (for Lists A and B), we can rent the List of subscriber names for direct mail, and insert a print ad into each publication, to test the effect of direct mail and a print ad together.
- Note that we're testing 2 publications in this mailer-and-print-ad combination test, to allow us to compare results from publication to publication for more accuracy.
- List C and List D will be tested without any corresponding print ad, to test the results of mail alone. We're using 2 Lists to allow us to compare results from List to List.
- We'll also run print ads in two additional publications (E and F), without any corresponding direct mail, to test the results of print ads alone. (We're testing 2 publications for more accuracy.)
SMArt Tip:
A print ad success (successful positioning, headline, copy, Offer) tends to transfer well to direct mail, as well as to television.
A direct mail success rarely will translate well into a successful print ad.
From "How to Test Your Way to Direct Mail Success", a 61-page eBook.
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