How to Declare a Winner in a Direct Mail Test

When you are testing two direct mail pieces against each other, it is not always easy to determine a winner. Unless, of course, you are basing it solely on initial responses. One piece brings in 42 orders; the other brings in 55. You have a winner! Or do you?

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Selling Newsletters with Direct Mail? Here’s 1 Thing You Must Remember…

I recently wrote my first direct mail package for a newsletter that covers economic and geopolitical issues. As part of my research, I read through portions of the direct mail books I’ve got on my shelves. That’s when I came across this little gem on page 327 of Million Dollar Mailings by Denny Hatch. Newsletters […]

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