'But How Do You Know?'
It's impossible to know for sure what will work. But don't let that stop you from trying.
Unless you’re confident the offer (or something very similar to it) is mailing regularly in rollout quantities, it’s probably best to
resist the allure of the shiny and remember that silver bullets are only real in werewolf and vampire movies.
One exception: If the offer was mailed in big quantities in the past and you’re thinking about giving an old, gray mare another chance to be everything she used to be, bump this idea from the bottom to the middle of the pile depending on the cost of a test and how many tests of new creative you have allotted for the year.
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