- Pre-determine success conditions. Write down the definition of “pass” and “fail” before you get the results.
- Use descriptive and consistent test naming to keep your test/results straight. “Asking String Test” is not descriptive!
- When managing risk, balance risk and return. Don’t be too aggressive, but don’t be too cautious either. And get roll-out costs at the same time as the actual quantity costs.
- Cautiously combine results. More power can be gained by combining results across packages, across lists or segments, and across time. Always maintain strict proportionality.
- Keep an eye out for large gifts – could this test produce upgradeable donors? And are large gifts skewing the results?
- Maintain a test log to document results, conclusions, and follow-through.
Click here to see our first 5 essential elements of direct marketing testing.
Click here to see our second 5 essential elements of direct marketing testing.