Testing, Testing, 1, 2, 3
Raise More Money with Direct Mail Tests
by Mal Warwick

TABLE OF CONTENTS

Perspectives and Tables

Preface

The Author

PART I: The Rules of the Road
1. Testing, Testing, Testing—Until You’re Blue in the Face
2. The Initial Test Mailing
3. What’s Worth Testing (and What Isn’t)
4. No Size Fits All
5. What You See—Versus What You Get
6. Tests or Rollouts?
7. Results Worth the Wait
8. Reading Your Results
9. Understanding Confidence Levels
10. The Value of Guesswork
11. Testing Tips from Major Mailers
12. Testing Is Fundamental
13. Comparing Costs

PART II: Real-World Results
14. Signatures
15. Teasers
16. Brochures
17. Window Envelopes
18. Mailing for the Environment (I)
19. Mailing for the Environment (II)

PART III: Testing in Action
20. Inserts
21. Postage
22. Outer Envelopes
23. Outer Envelope Teasers
24. BREs
25. Letter Length
26. Gift Amounts
27. Gift Strings
28. Credit Card Options
29. Miscellaneous Tests
30. Spending Money to Raise Money

Conclusion: Seven Guidelines for Successful Testing

Glossary

Recommended Reading

Index

About the author

Jossey-Bass, 2003
Paperback, 272 pages, $26.00
ISBN 0-7879-6712-2

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