Direct-Mail Testing Tips

* Story teaser versus information teaser on a house appeal.

* Ask string. Test what your first dollar amount is. Five dollars more or less than what you’re currently mailing might improve results. And always include an “Other” option.

* Involvement devices. Sign-and-return devices lift response, Maska and Neill said. Some examples of involvement devices to test are a place mat, coupon reply form, box label or holiday card.