Be Smart, Test Your Control
Anecdotal decisions based on personal preferences don’t lead to great results. The core benefit of direct mail is that you can track your results and make improvements based on testing against your control.
Better results come from constant testing. Our banks of digital presses can run A/B splits or multiple segmentation with the minimum of additional cost. By adding an element of testing to every appeal, over time you can build a knowledge base of how best to communicate your message to your donors.
You will make informed decisions when you base them on test results, and you will do a better job of convincing your colleagues to support your efforts when you can present a history of testing, improvement and increased ROI.