Second Chances: A Guide to Retesting Files
Life is full of second chances.You may try a restaurant more than once to determine how good their food is.You might see a movie by an actor who was once in a movie you hated.You might even go on a second date with someone even if the chemistry wasn't there the first time out. So why wouldn’t you retest a file and give it a second chance?
There are many variables that come into play when using a list, so it seems logical to give it another try if the response the first time wasn't quite what you'd hoped. Let's look at these variables.
Mail Date: The initial mail date for your test may have been overcrowded, especially during the holidays. Check with the manager. He or she may not be able to offer you mail date protection, but he should be able to share how booked the file was at that time. You may wish to try the file again at a different, less crowded time.
Package/Premium: There may be a glut of the type of premium with your appeal at a specific time of year. Did the recipient get 14 calendars all in one week? Perhaps your premium did not work for a specific type of list. You may want to try a different premium or even try a straight appeal.
Seasonality: Does your file seem to work better at different times of the year? Perhaps the same holds true for the type of list you are ordering. Try ordering holiday names from the previous year for a similar (holiday) offer, especially if the most recent hotline names did not perform as strongly as you had hoped.
Cost: Perhaps the list you are ordering did not work because of the costs associated with the file.Try a different time of year when the cost to acquire a new name may be lower.
Segmentation: Perhaps there is a better segment of a file you may wish to test. Check to see if there are product selects, dollar selects, recency and even enhancements. Brainstorming between the manager and the broker often leads to successful retest ideas.
Multichannel Marketing’s Effect: Many times if a direct mail package hits the same time as an e-mail blast, it is difficult to determine if the direct mail appeal acted as a driver or catalyst to the e-mail appeal.Can you match back response? If not, try retesting at a time when the two channels can act independently to measure one’s effect on the other.
World Events: When examining historical data to look at your mailer’s results, be mindful of what had happened previously in the world. A list that did well when the earthquake hit in Haiti may not do as well during the same season, in the following year. Conversely, lists that hit right after a major catastrophe may not have worked due to world distraction. The economy may have been significantly worse Try testing the list again when there are fewer variables to have any effect.
Bottom line: The old adage “Test, test, (re)test” holds true: If at first you don’t succeed try, try again.
Bob Stein is vice president of list management at Trinity Direct.
