Testing and Experimental Design

Testing is a vital part of Direct Mail, and can be done in a variety of ways. Usually it involves testing the list, the message, the offer, the price, the format, etc. Here is a simple illustration:
•	If you have identified a prospect universe of 200,000, you don’t have to mail all of them in the first round: Select samples to run several tests, say, 15,000 people.
•	Set a control (Base) Offer, and prepare 5,000 direct mail packs for that.
•	For 5,000 direct mail packs, offer a discount

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