In Direct Marketing, Size Matters
January 3rd, 2005 by Bob Bly
Who knows more about marketing ? big marketers or small marketers?
The answer may surprise you, but in direct marketing, it?s the big clients, more often that not.
The simple reason: they mail millions of pieces of mail, compared to a SoHo that might mail only a few thousand pieces of mail a year.
Therefore, the large marketer is able to do more testing ? testing of mailing formats, teasers, copy, sales themes, lists, premiums, offers, terms, guarantees, and pricing.
These variables make a huge difference. For instance, the same DM piece sent to the best mailing list can generate up to 10 times the response you?d get mailing it to the worst list.
But here?s the thing ? you don?t know which is the best or worst list until you test.
The more testing you do, the more you learn about what works in the marketplace ? and the better your chances of lasting success.
How can a small marketer regain the edge?
I tell everyone who asks me for marketing advice, ?Look at what the major direct marketers are doing, and do what they do. They know more because they test more.?
Do more testing. Many small marketers don?t test, and they should.
Joseph Sugarman, famous for BluBlocker sunglasses, once said that he would typically test 10 new ads at a time.
Nine would be failures, but one would be a hit ? and that hit more than paid the cost of the other 9 test ads.
Testing is easier and faster online, which takes away your excuse for not doing it.
Did you know that in e-mail marketing A/B split tests, just changing the subject line has increased response 25% to 100% or more?
Or that in direct mail, you can double response by changing the outer envelope teaser and lead ? or even the format and design?
So what are you waiting for? Test it for yourself.
This entry was posted on Monday, January 3rd, 2005 at 8:48 am and is filed under Direct Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
January 3rd, 2005 at 11:24 am
Bob, What great insight about testing. I appreciated your effort on this one. Keep up the good work. I’ve added your blog to my Yahoo page so I can keep up with it. Terry The Writing Life
January 3rd, 2005 at 3:00 pm
Anyone who doesn’t know that testing is crucial…is too naive to be allowed out. The problem is…small businesses can’t do a lot of testing. If we want to do a direct mailing, how can we accomplish anything unless we break our list down to really small sections? If I can afford a list of 100,000 names, to pick a figure, how can I make it useful by breaking it into three or more mailings, to really test my campaign? Is a mailing of 25,000 or less worth it? Your esteemed advice is welcomed.
January 3rd, 2005 at 5:46 pm
Great advice as always, Bob. A few additional thoughts if I may …
1. Be careful about which large companies to follow. If you’re trying to generate leads, study direct mail from a company that is using lead generation, not a mail-order business. The difference between lead generation and mail-order direct marketing is night and day.
2. Mail-order companies are more likely to test. Companies that sell direct – companies like Dell, Fidelity, L.L. Bean, Time-Life — are usually big testers because the mail is their life blood. However, many large companies that use the mail for lead generation or general awareness (not the best use of direct mail, by the way) test very little, if at all. They could test more, they should test more — but most of them don’t because the mail is just a small part of their sales process.
3. Small companies can still test – it just may take longer. If, for example, you are only mailing 1,000 pieces a month, try mailing 500 pieces to one test cell (a list, offer, headline, etc) and another 500 pieces to a second test cell. It may take a year before you see any meaningful results, but it’s better than no testing at all.
4. Since most of us know very little about statistical analysis, one rule of thumb to follow for determining quantity is to mail whatever it takes to generate 100 responses. So for a mailing that typically produces 2% response rate, 5,000 pieces would be needed. At 1%, we are looking at 10,000 pieces. I spoke with a company the other day that makes one sale (albeit a large sale) per 1,000 pieces mailed. They would need to mail 100,000 to get a meaningful test result.
Testing is not perfect, of course. Even if you have used a reliable testing quantity, it is probably a good idea to roll out slowly – that is, to increase your quantity gradually if only to confirm the results.
Bob McCarthy
McCarthy & King Marketing
Milford, MA 01757
508-473-8643
bob@mccarthyandking.com
January 4th, 2005 at 3:43 pm
Happy New Year, Bob!
Thanks for sharing your hard-earned DM wisdom.
I think you will find your traffic increasing steadily as people discover that they can learn something from visiting your site.
The blogosphere has a wealth of distributed knowledge. It is the currency of exchange which causes us to become more connected, rather than less.
May this new year see you being connected to more business opportunities and gaining new insights through the experience of blogging.
May 29th, 2007 at 7:47 am
flintstones jetsons porn
flintstones jetsons porn
June 25th, 2007 at 5:59 am
asian grills with big breasts
asian grills with big breasts
June 25th, 2007 at 7:08 am
i want to see gay bdsm spanking butt fucking
i want to see gay bdsm spanking butt fucking
June 25th, 2007 at 8:40 am
my friends mom big tits
my friends mom big tits
July 2nd, 2007 at 9:17 am
mature ass ebony
mature ass ebony
July 2nd, 2007 at 10:42 am
picture dildo in pussy
picture dildo in pussy
July 9th, 2007 at 9:32 am
final fantasy tifa softcore porn
final fantasy tifa softcore porn
July 9th, 2007 at 3:40 pm
gay porn movies pissed on
gay porn movies pissed on
October 30th, 2007 at 11:51 am
remove mallware
remove mallware
April 8th, 2009 at 8:28 pm
I am small, and I know little at the moment about Direct Marketing and response generating content.
But this is an area in which I am beginning to test, and have a copy writer help me start from a stronger basis than my writing skills allow.
websitePROFITS: Profit Boosting Tips in 37 words or less!
April 25th, 2014 at 7:29 pm
Wow, fantastic site layout! How very long have you been blogging for? you make blogging look straightforward. The overall glance of your web web-site is superb, as perfectly given that the content material!. Thanks To your posting about Solitary Blind vs. Double Blind Faculty Development and Diversity .
August 5th, 2018 at 11:51 am
hi i’m thus excited I ran across your web site, I even have to mention i dawned across you in mistake, whereas i used to be counting on Yahoo for another component, anyhow i’m here currently and would the same as to say thanks heaps a great deal a great deal for a intensive post and a all the time thrilling web log (I conjointly love the topic/design), I don’t have got time in contact the whole thing at once however i’ve maintained it and in addition more for your RSS feeds, thus while I even have time i am lower back another time to analyzing further, Please do maintain the terrific job.
https://veteransdayfacts.com/
October 14th, 2018 at 1:50 am
hello i’m thus excited I ran across your internet web page, I even have to mention i dawned across you in mistake, while i used to be relying on Yahoo for another factor, anyways i’m right here currently and could the same as to mention thank you thousands a brilliant deal a first rate deal for a intensive post and a all of the time thrilling net log (I conjointly love the topic/layout), I don’t have were given time in contact the whole lot at once however i’ve maintained it and in addition greater on your RSS feeds, as a consequence at the same time as I even have time i am decrease returned all over again to reading similarly, Please do hold the exquisite job.
http://aveteransday.com
October 14th, 2018 at 1:52 am
Veterans Day Memes are amazing and to the point captioned Images. I mean just an Image and a few lines that are whipped on it exactly what the picture Depicts.
https://aveteransday.com/veterans-day-poster-banners/
October 14th, 2018 at 1:53 am
Veterans Day Greetings and wishes are the simple and the most energetic way to pay gratitude to Great war U.S soldiers. The most important date for every citizen of the United States. Yes, this time we are talking about the 11th November “Veterans Day”.
https://aveteransday.com/veterans-day-cards/
October 14th, 2018 at 1:54 am
eterans Day Greetings and wishes are the simple and the most energetic way to pay gratitude to Great war U.S soldiers. The most important date for every citizen of the United States. Yes, this time we are talking about the 11th November
https://aveteransday.com/veterans-day-vs-memorial-day-vs-labor-day/
November 28th, 2018 at 6:23 am
Bigg Boss is the most controversial show of Indian television history. But there is not any kind of announcement regarding the Bigg Boss S12 winner. But we will surely update soon the name of winner of Bigg Boss season 12. Till then you can see our predictions of the Bigg Boss S12 winner 2018.
http://biggboss11winner.com
http://biggboss11winner.com/bigg-boss-12-winner/
January 13th, 2019 at 11:07 am
“Life is about the moments that take your breath away”. We specialize in capturing these moments in the most beautiful way. Our Key focus areas are Pre-wedding Photography and Candid/Contemporary Wedding Photography. We have captured priceless moments from such events in various parts of India such as New Delhi, Jaipur, Pune, Lucknow, Kolkata, Bangalore, Coorg, Chikmagalur, Coimbatore, Madurai, Udupi and Mangalore.
http://thethirdeye-photography.com/
https://www.journeysbyram.com/
January 17th, 2019 at 6:27 am
http://viralsight.com/allu-arjun-upcoming-movies-list.html
http://viralsight.com/best-punjabi-comedy-movies-list.html
March 22nd, 2019 at 4:45 pm
Nice
October 15th, 2019 at 12:42 pm
Beautiful Design Balmain Glasses for women’s face shape. It has a full range of attractive demands of female face requirements. further details and glasses specification are mentioned hereunder:
September 4th, 2020 at 4:37 am
https://hpprintercustomerservice.us/page/hp-printer-customer-service
https://sites.google.com/view/printer-drivers-for-hp/
https://aol-customer-support.us
May 5th, 2021 at 6:28 am
https://ijsetupcanon.us/
https://seofreelancerus.com/canon-com-ijsetup/
http://geeksready.com/http-canon-com-ijsetup/
https://installprint.com/canon-com-ijsetup/
May 5th, 2021 at 6:29 am
http://thehelpingguide.com/printers/canon-com-ijsetup-install-canon-printer/
http://asinghblog.com/www-canon-com-ijsetup/
http://canon-com-ijsetup.com/
http://asinghblog.com/solutions-brother-com-windows-setup/
May 5th, 2021 at 6:29 am
http://geeksready.com/solutions-brother-com-windows/
http://solutions-brother-windows.com/
https://brother.printers-setup.com/solutions-brother-com-windows/
https://marktick.blogspot.com/
February 13th, 2022 at 6:04 pm
Visit for binance referral code app. Getting binance referral code app for crypto exchange is easy there. Discount codes and offers are free and you may take advantages of all daily codes, referrals, coupons and promo codes.
Check out binance us referral code. There are binance us referral code for crypto exchange. You may save with using those discount codes, coupons, promo codes and referral codes. Take advantages of daily codes, ids and coupons!
September 23rd, 2022 at 3:34 pm
I agree that it does not flow. The wording says, “Here comes cutsy marketing speak because we don’t have anything intelligent to offer.”
May 17th, 2023 at 1:09 am
Running on the trustworthy and adaptable open-source operating system, our linux vps hosting offers a strong and scalable solution for your company needs. To discover the ideal match for your hosting needs and to take advantage of cutting-edge technology, choose from a variety of packages.
May 24th, 2023 at 7:08 am
Shop the gorgeous and sophisticated selection of Jalabiya gowns from Maples Closet, which were modelled by traditional UAE clothing. Our collection features both contemporary and conventional styles made from premium fabrics with exquisite craftsmanship. Our Jalabiya dress uae is the ideal option whether you’re attending a major occasion or simply searching for a casual yet fashionable attire. Experience the elegance of Maple’s Closet’s assortment by shopping right away.
August 6th, 2023 at 8:26 am
The bahane Website, the Top Internet Magazine in Iran
bahane.ir
September 26th, 2023 at 1:58 am
Our collection of neutral baby gifts is designed to cater to all babies, regardless of gender. Discover an array of cute and practical items that are sure to bring smiles to both the baby and parents. With a focus on gender-neutral colours and designs, these gifts are ideal for baby showers and other joyous occasions.
September 28th, 2023 at 3:29 am
Start out on an adventure across the wide and amazing universe of outstanding champions, where opportunities for growth are endless around every corner. fireboy and watergirl
October 2nd, 2023 at 6:33 am
Trust The Property Brokers at Vallee Real Estate Group for expert guidance in buying or selling real estate. Our dedicated team specializes in delivering exceptional service and unparalleled market knowledge. Start your property journey with The Property Brokers today
January 16th, 2024 at 11:03 am
Discover the ultimate Best order management system for small businesses at GinkgoRetail with our leading Order Management System (OMS). Our tailored OMS is designed to empower small enterprises, offering streamlined order processing, precise inventory management, and efficient fulfillment. Seamlessly integrate your operations with our user-friendly system, tailored specifically to meet the unique needs of small businesses. Experience the efficiency and growth potential with GinkgoRetail’s Best Order Management System for small-scale enterprises.
January 17th, 2024 at 12:49 am
A Maniküretisch mit Absaugung is a table designed for manicure treatments, and it includes an integrated dust extraction system to keep the workspace clean and safe.
January 18th, 2024 at 9:46 pm
It’s an interesting perspective. Large marketers have the advantage of being able to conduct more extensive testing due to the sheer volume of contexto mail they send out.
February 7th, 2024 at 2:23 am
In the bustling streets of modern consumerism, the trend of online grocery shopping has emerged as a game-changer. This article dives into the realm of convenience and explores what makes a platform the best online grocery store in Pakistan.
September 26th, 2024 at 9:28 pm
slope The game allows players to compare scores with friends or other players, creating an exciting competitive environment.
October 3rd, 2024 at 11:54 pm
google