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Contents
Why track
Tactics
Why track
Tracking the responses to
your mailing is important for two reasons.
First, it lets you know
how you are doing. That's generally the easy part.
Second, when you have a test running, you need to
track the results of the test separately from the base
mailing. Since you mailed both the same day (Testing
101), you get calls for both at the same time.
Tactics
To begin
with, if you have order form, code them differently.
This can be as simply as putting a star in the upper
right hand corner of one. If people call in their order,
just ask, "Does your order form have a star?"
Another
effective way to track is by using different phone
nubmers on test vs the main mailing. Have a 2nd 800
number that rings to a different phone and track that.
Another effective way is to have slightly different
prices - $19.99 vs $19.95. Of course, with the
Internet, having different URLS is very simple. If the
list is your own, then mathcing peple up after they have
ordered is the way to go. Mark who your test mailings
went to, then go back through the orders and match them
up to the list.
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