Looking for ways to boost your direct mail response rates? Here’s some ideas on how to do just that, originally presented at the Direct Marketing Association of Washington List Bazaar.
1. Test an appropriate quantity.
Understand your response rate and make sure you are testing enough names to have statistically valid results. The more you’re able to test, the more valid the sample. If your offers are regional, please keep in mind the number of names available in your desired area when testing. Be sure to retest in order to ensure validity of your response results.
2. Try former buyers and expires.
If you are getting good results with active subscribers/donors/etc. on a particular list, test the formers or expires. You may have to tweak the offer, but it could open up a whole new pool of names. (And if a list has refused to let you use active names, ask for the expires
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