Asks to chronic non-responders fall on deaf ears. Here’s how to make the most of those names.

By Bob Blackstone

Or maybe they opened the envelope but felt the “ask ladder” was too aggressive. Still others might have been put off by graphic photos. Who knows for sure? The reasons are as diverse as the personalities of your target audience members.

Here’s where you use your CNRs for tests. Change the envelope, change the ask ladder or leave out the photos; try different packages and sizes. Run the names a couple more times and see what happens. At least you’re getting the most out of the names you bought.