pretest tool case studies.pdf
This is a tool used BEFORE any live, direct mail testing to pre-identify the best test ideas, those most likely to compete with and beat the control.
Non-profits greatly reduce cost by NOT mailing test packages likely to perform poorly and increase net revenue by increasing volume on likely winners.
The pre-identification of likely winners and losers is done in two parts
1)First, surveying donors who are representative of those who will receive the actual mailing, showing them visuals of the direct mail package and measuring preference using a very specific and battle tested methodology.
2)Using the survey data to build a statistical model to assign a score to every single element that was evaluated.
This methodology is well established in the commercial sector and used by large, consumer companies (e.g. Coca Cola, General Mills, Proctor & Gamble) to guide product development for many of the sodas, cereals and detergents on grocery store shelves.
Building a successful direct mail package is conceptually identical to a winning tube of toothpaste with size, shape, message and color considerations to name but a few of the moving parts you need to consider.
