Here's a quiz to determine the health of your current newspaper direct mail program:
- Do you mail a control package and multiple test variations?
- Do you test and measure list segments, offers, and package formats with each mailing?
- Do you track the frequency and type of mailings received by each household in your prospecting database?
- Do you rotate your packages to former subscribers more than once a year?
- Are you prepared to change your control if necessary?