How long will it take to test my direct mail program with The Conversion Multiplier?
A. The time needed for your entire project depends upon how many parts (which we will call Selling Factors) of your direct mail package should be tested in order to maximize your Sales Conversion Rate. For example, how your Outer Envelope ‘looks’ and ‘what it says’ can change response by 100%. The way your Letter ‘looks’ can change response by 150% and ‘what it says’ by 300%. Offers can have a 500% impact on response, up or down. List Segmentation decisions can create a 1000% difference in response, to say nothing about Brochure/No Brochure tests or Response Device Acceptance Statement tests. Fortunately, our mathematically powerful software can quickly analyse an indentify which 10 to 20 Selling Factors need to be tested in Phase 1, so normally we can recommend your optimum test structure within a week of getting your direct mail package history and details. And clearly the time you take to approve our suggestions can make a difference in the duration of the testing period. Creative,
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