Our last post discussed how to avoid common mistakes in testing. Today, here’s a suggestion for doing some valuable testing on the cheap: (Click on the headline for more…)
One of the best things about direct marketing is that it eliminates the need for guesswork. Develop a theory about what will improve your marketing results, test it correctly, and you can move forward confidently when hard data supports your theory.
The problem is… (Click on the headline for more…)
It’s common practice among copywriters to maintain a “swipe file” of ads to provide inspiration and ideas for their own work. In 1984, renowned copywriter Denny Hatch simplified this practice… (Click on the headline for more…)
It’s common for companies to treat everyone who requests more information exactly alike. Some mail them as often as they do their buyers. Others send information once and never again. Usually the best profitable option requires further investigation. (Click on the headline for more…)
I’m always intrigued by direct marketing test results. As any veteran direct marketer can tell you, the things that make the biggest differences are not always what you’d expect.
Two such cases were cited in a recent issue of Internet Retailer. Both involved Treepodia, a developer of online video content. (Click on the headline for more…)