I'm going to start a topic now for about 2 weeks that is CRITICAL to any successful marketing campaign, but is of utmost importance when it comes to 3D mail.
“Testing” is an ugly topic. Why? Because testing variables in advertising direct mail, phone scripts and sales presentations requires discipline, diligence and patience. To get it right, you can only test one variable at a time. This means that if you change a headline, you can’t change anything else. Plus you have to make sure all other variables remain the same, like the mailing day or a war breaking out that has everybody watching CNN day and night or the current economic crisis, or a hurricane hitting, or a... you get the idea.
Frankly, most business people will just not go through the “detailitis” required to test - which is why it’s a very good idea to model proven promotions. And in some cases where you’re only going to use something once or twice or you’re dealing with a very small number, it’s just not worth testing; instead, you take your best shot. But let’s assume you’re working on something you intend to use over and over and over again in some significant quantity, so that it’s worth real effort to fine-tune it.
Later in the week I'll discuss the different ways you can test your next 3D mailing. Until then.
www.3DMailResults.com
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