What Should You Test?

There are some tests that I give lower priority — except for all but the largest organizations that regularly mail in quantities of 250,000 plus. The most notable example is testing the size of envelopes. Using bigger or odd-size envelopes hasn’t had much of an impact for our clients. In smaller quantities, those special envelopes haven’t increased the response enough to justify their increased cost.

Stephen Hitchcock is vice president of client services at Mal Warwick Associates. www.malwarwick.com